Sainsbury’s latest advert with celebrity chef Jamie Oliver will air this evening during the break for reality TV show Britain’s Got Talent.

The ad is the first in Sainsbury’s new Taste campaign to highlight the grocer’s commitment to sourcing the best food for customers through working with farmers, ensuring produce is picked at the correct time and introducing new innovations to ensure the freshest food possible. The campaign will run on TV and in print.

The first ad shows Sainsbury’s Taste the Difference Ultimate Pork Sausages, and further ads will feature Jersey Royal potatoes, British asparagus and strawberries.

The ad was created by AMV BBDO and filmed in Petersfield, Hampshire.