Supermarket chain Sainsbury’s is set to hold talks next spring with celebrity chef Jamie Oliver about the possibility of renewing his advertising contract.

Oliver has already starred in 16 ads for the chain, but there has been some speculation that his two-year contract would not be renewed when it expires next June. Some market watchers have suggested that he would not be starring in ads until June even.

Sainsbury’s has denied that the Oliver campaign would be cut short however, and a spokeswoman told Retail Week: “We are very pleased with the work that Jamie has done for us, both in the ad campaign and the advisory work with our new product development team.”