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Jamie Oliver to leave Sainsbury’s
After over a decade of partnership between the supermarket and celebrity Chef, it was announced that this year’s Christmas advertising campaign would be the last.
The decision to discontinue the relationship, which is thought to have netted the chef over £10m, is understood to have been a mutual one. Mr Oliver said that it is a "good time to move on" while J Sainsbury said that he is keen to spend more time on his social projects through the Jamie Oliver foundation both in the UK and overseas.
In a statement, Sainsbury’s said “The decision has been made because 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.” Chief executive Justin King added: “Jamie has been an excellent ambassador for the Sainsbury's brand over the past 11 years, spearheading our goal to offer our customers fresh and tasty food, whilst maintaining strong ethical standards. It has been one of the most successful and mutually rewarding partnerships in our industry ever.”
Oliver "It's been a fantastic 11 years and together we have achieved some great things. Sainsbury's have got some very good people, from the top right down to the shop floor. The way they take on challenges - like their commitment to sourcing higher welfare products, such as chicken and eggs - is something to be proud of. I will miss them but it is a good time to move on."
Products that he has championed have often seen sales increase by hundreds of percent.
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