Jamie Oliver's healthy food campaign pays off
Sainsbury's has confirmed it is retaining celebrity chef Jamie Oliver as its public face. The Naked Chef signed a one-year deal worth£1.2 million.

The retailer announced earlier this year that its contract with Oliver was under review, although it refuted speculation that it was about to ditch him.

Oliver has fronted Sainbury's for over five years, during which time the retailer has experienced a slip in market share. However, the impact of the Channel 4 series Jamie's School Dinners has had a positive effect on the sale of organic food at Sainsbury's. While the series was airing, the retailer's organic food sales topped£2 million a week.

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