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Last Updated: Tuesday, 11 May, 2004, 09:18 GMT 10:18 UK
Oliver extends supermarket deal
Jamie Oliver
Oliver has already spent four years with Sainsbury's
Celebrity chef Jamie Oliver has extended his promotional deal with supermarket chain Sainsbury's.

The 29-year-old will appear in a new television and radio advertising campaign for the company.

Oliver, famed for his chirpy Naked Chef persona, will act as a "quality detective" in the adverts, visiting suppliers and buyers.

He will also work behind-the-scenes on developing new products for the supermarket, Sainsbury's said.

Oliver has worked with Sainsbury's for the past four years, appearing in more than 65 advertisements and helping develop products.

'200m profits'

The supermarket has not revealed how much Oliver's new contract is worth, but a report out in 2002 revealed the campaigns he featured generated 200m in profits over two years.

When Oliver recommended spreading truffle butter under the skin of Christmas turkeys, more than 50,000 jars of the products were sold.

Oliver said: "Working with Sainsbury's gives me the chance to reach and inspire millions of customers with fresh new ideas."

Dominic Rowell, national advertising manager at Sainsbury's, said: "Jamie is enormously popular with our customers.

"Whether it's through adverts or product ranges, his passion for food and energy have managed to grab and maintain consumer attention."

TV chef Oliver returns to school
21 Apr 04  |  TV and Radio
Naked Chef takes on haute cuisine
13 Feb 04  |  TV and Radio
Oliver's pukka life as chef
13 Jun 03  |  Showbiz
Sainsbury banks on fresh Oliver ads
11 Jun 03  |  Business

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