Sainsbury’s today launched its latest advertising campaign with celebrity chef Jamie Oliver, with the first ad aired during breakfast show GMTV.

The TV campaign aims to help Brits make their summer holiday’s taste great and to get them excited about barbecues, picnics, garden parties and lush summer evenings.

It features Jamie making the best of the great British summer as he enjoys a village fete, the beach, picnics and camping.

The Sainsbury’s ad was created by AMV BBDO.