Sainsbury’s is believed to have signed up the television chef Jamie
Oliver to front new TV advertising after the account moved back to
Abbott Mead Vickers BBDO (±±¾©Èü³µpk10, last week).
The laddish star of BBC’s The Naked Chef is credited with broadening
cooking’s appeal to a wider and younger audience. His appearance could
signal a return to ’Everyone’s favourite ingredient,’ the celebrity
recipe format which became the supermarket’s most successful TV
campaign.
AMV would make no comment, referring all inquiries to Sainsbury’s, which
failed to respond as ±±¾©Èü³µpk10 went to press.
However, industry sources believe Oliver to have been the clincher in
the decision to return the TV work to AMV after 14 months at M&C
Saatchi.
The agency switch is thought to mean almost certain death for the
’Making life taste better’ line developed by M&C Saatchi and still
running across all Sainsbury’s TV and print work.
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