The decision has been made because both parties feel that it’s the right time to move on, especially as Oliver wants to spend more time on his social projects through The Jamie Oliver Foundation in the UK and abroad.
Justin King, Sainsbury’s CEO, said: “Jamie has been an excellent ambassador for the Sainsbury’s brand over the last 11 years, spearheading our goal to offer our customers fresh and tasty food while maintaining strong ethical standards. In our industry, it has been one of the most successful and mutually rewarding partnerships ever.
“From our ‘Feed your family for a fiver’ campaign to our recent ‘Switch the fish’ initiative, Jamie, through his passion for food and cooking, has helped Sainsbury’s deliver industry leading campaigns that have resonated strongly with customers. We wish him well as we both look forward to exciting new projects in the months and years to come.”
Jamie Oliver said: “It’s been a fantastic 11 years and together we have achieved some great things. I’ve made some great friends at Sainsbury’s and I know we’ll still be talking for years to come. They’ve 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’ll miss them but it’s a good time to move on.”
Details of the Christmas campaign is still under wraps.
Source: Sainsbury’s
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