UK supermarket operator has secured a new one-year contract with celebrity chef Jamie Oliver.

The so-called Naked Chef has fronted Sainsbury’s advertising campaign for the past three years and is thought to have been paid at least £500,000 (US$0.8m) last year by the supermarket company.

Advertising industry executives suggest Oliver’s endorsement has brought Sainsbury’s an extra £1bn of sales or more than £200m gross profit.

Oliver, who last year took part in a TV documentary which followed his efforts to train disadvantaged teenagers as chefs for his new restaurant, will continue to head Sainsbury’s TV and radio advertising, but will also increase his work consulting on new product ranges, reported Reuters.