Sainsbury’s has ended its relationship with celebrity chef Jamie Oliver with the Christmas campaign being his final swan song after 11 years.

Oliver has starred in over 100 television advertisements, alongside several behind-the-scenes projects with staff on products.

The grocer said both parties felt it was the right time to move on, especially as Oliver wants to spend more time on his social projects via The Jamie Oliver Foundation.

Sainsbury’s chief executive Justin King said: “Jamie has been an excellent ambassador for the Sainsbury’s brand over the last 11 years, spearheading our goal to offer our customers fresh and tasty food, whilst maintaining strong ethical standards. In our industry, it has been one of the most successful and mutually rewarding partnerships ever.

“From our Feed your family for a fiver campaign to our recent Switch the fish initiative, Jamie, through his passion for food and cooking, has helped Sainsbury’s deliver industry leading campaigns which have resonated strongly with customers. We wish him well as we both look forward to exciting new projects in the months and years to come.”

Oliver said: “It’s been a fantastic 11 years and together we have achieved some great things. I’ve made some great friends at Sainsbury’s and I know we’ll still be talking for years to come. They’ve got some very good people, from the top right down to the shop-floor. The way they take on challenges - like their commitment to sourcing higher welfare products, such as chicken and eggs - is something to be proud of. I’ll miss them but it’s a good time to move on.”