Ocado has agreed a deal with former Sainsbury’s brand ambassador Jamie Oliver to sponsor the celebrity chef’s new online food programme.

The deal means the online grocer will be the featured advertiser on Oliver’s FoodTube, a new YouTube channel launched by the celebrity chef last week.

The Ocado advert will run as an un-skippable ad before each segment of content, which are cookery tutorials from Oliver and other chefs.

The animated advert, created by BD Network, features a voice-over by actress Patsy Kensit asking viewers to ‘enter the world of Ocado.com’.

FoodTube has 130,000 subscribers and has notched up 12.5m video views so far, Marketing Magazine reported.