Celebrity chef Jamie Oliver will star in a new TV campaign for Sainsbury’s encouraging staff and shoppers to get into the Comic Relief spirit.

The ad, which will first air on Wednesday March 2 during the break in Emmerdale, shows staff and shoppers dressing in a variety of bizarre costumes for the charity.

Sainsbury’s has supported Comic Relief since 1999 and raised over £48m in that time.

The ad was created by AMV BBDO and filmed at the Sainsbury’s store in Sydenham.