Celebrity chef Jamie Oliver has extended his promotional deal with supermarket chain Sainsbury's.
Oliver has already spent four years with 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.
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."