Ocado and Jamie Oliver team up on YouTube

Ocado and Jamie Oliver team up on YouTube

Online retailer Ocado has signed a sponsorship deal with celebrity chef Jamie Oliver.

"Ocado are exclusive sponsors of Jamie's newly launched YouTube channel 'Food Tube'," a spokesperson for the group told just-food.

Oliver has proven a successful face for UK retailers, and previously fronted a marketing push from Sainsbury's.

Ocado declined to comment further on what benefits the group hopes the tie-up will bring.