Blog: Jamie Oliver and Sainsbury's bid each other adieu
Petah Marian | 12 July 2011
It's a sad, sad day today (12 July) with Sainsbury's and Jamie Oliver announcing plans to end their relationship.
After over 11 years and more than 100 television ads, a spokesperson for Sainsbury's told just-food the decision was a "natural end to a strong partnership" and the decision was "completely amicable".
In a joint statement, Oliver and Sainsbury's said that the "decision has been made as both parties feel that it's the right time to move on", especially as Oliver seeks to spend more time on his social projects through the Jamie Oliver Foundation both in the UK and abroad.
While Oliver has clearly been an asset to Sainsbury's, on reflection, the move is an unsurprising one. Oliver's ever increasing ubiquity - he's eclipsed his role as a chef and food campaigner to a mega-brand himself - shilling products ranging from homewares (sold in other supermarkets), through to his own restaurants and his two food-to-go/ cooking schools, which might have led to Oliver's lustre fading among Sainsbury's camp.
The Christmas campaign will be Oliver's last for the retailer and the spokesperson said a replacement will be announced in due course.
Ask any FMCG executive to list the trends shaking up the sector and digital and e-commerce will be pretty high on the list. Drill down into that and Amazon will be one of the subjects in the digital s...
Since Theresa May took over as UK Prime Minister in the wake of the country's referendum vote to quit the European Union, she and her ministers have been at pains not to divulge their negotiating posi...
Greenpeace's long-running campaign against UK tuna brand John West, owned by seafood giant Thai Union, is now directing its fire against Sainsbury's....
- Unilever 2016 investor day - the top takeaways
- The key questions for digital strategists in 2017
- Wessanen's move for Spain's Biogran - analysis
- Have food promotions reached tipping point?
- Burger King, Jollibee: foodservice focus, Nov 2016
- General Mills jobs to go in business revamp
- Verlinvest, China Resources invest in Oatly
- B&G acquires pasta sauce group Victoria Fine Foods
- Japan's Nagatanien buys Chaucer Food Group
- Tyson sets up US$150m investment fund