The ad, which forms part of the supermarket's ‘Feed Your Family For a Fiver', shows Oliver leading a cooking demonstration with a team of food experts Sainsbury's has dubbed the Try Team.
For the first time Sainsbury's will also have recipe video guides on its website. Called Trynation, consumers can view step-by-step guides to the recipes featured in the TV ad as well as those available on Tip cards found in-store throughout the year. The online video recipes will be hosted by members of the Try Team who feature in the TV ad.
Sainsbury's launched its Try Tip cards in stores four years ago and says it has seen an increase in consumers cooking from scratch. As a result it expects to print almost 75 million cards this year, which is almost double the amount of tip cards printed last year (38 million).
The Try Team will also be carrying out demonstrations across the UK in stores and at foods shows, with details found on Sainsbury's Facebook page.
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