Jamie Oliver has taken a bow from Sainsbury’s with a pantomime performance in his final Christmas television advert, broadcast on Sunday.
The advert, filmed on location at London’s Adelphi theatre, features the chef cooking Christmas dinner for a full pantomime cast. The ad premiered during the break in X-Factor on ITV.
Since signing with Sainsbury’s in 2000, Oliver has featured in more than 100 adverts for the grocer as well as working on a number initiatives including the Feed Your Family for a Fiver campaign.
Sainsbury’s chief executive Justin King said: “Jamie has been a brilliant ambassador for Sainsbury’s and our partnership with him has been a great success.
“By working together we have generated ideas that have helped inspire a generation of cooks and this advert is a fitting way for the relationship to come to a close.
“I am sure that this advert, which showcases our fantastic range of tasty Christmas food in a fun, vibrant and exciting way, will be a real hit with customers.”
Oliver said: “It’s the end of an era but it’s a good time to move on and what a great way to say goodbye - with a huge Christmas party in a wonderful venue.
I’ve always really appreciated working with the Sainsbury’s team and store colleagues. We’ve had such a good laugh over the years and I think we made a great team. I will miss them all and I wish everyone all the best for the future.”
The advert was directed by Jamie Rafn and was created by AMV BBDO.