Blog: Petah MarianJamie 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.


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