Jamie Oliver bows out in style…

jamie oliver christmas 2011 520

After 11 hugely successful years Jamie Oliver’s final television advert with Sainsbury’s will be broadcast tonight for the first time. The advert, which has a Christmas pantomime theme, will be premiered during the break for X-Factor on ITV.

The advert, filmed on location at London’s famous Adelphi theatre, features Jamie cooking a delicious Christmas dinner with all the trimmings for a full pantomime cast. The lucky diners include Snow White and the Seven Dwarves, Captain Hook, Britain’s tallest man as the giant from Jack & The Beanstalk and the infamous ugly sisters from Cinderella.

Justin King, Sainsbury’s Chief Executive, 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.”

Jamie 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.”

Since signing with Sainsbury’s in 2000 Jamie has featured in over 100 adverts for the retailer as well as working on a number of other Sainsbury’s initiatives including the famous Feed Your Family for a Fiver campaign. More recently he played a part in the retailer’s successful drive to encourage its customers to Switch the Fish.

The advert was directed by Jamie Rafn and was created by AMV BBDO. Jamie Rafn is an award winning director who has made adverts for a number of top brands including Johnnie Walker, Bertolli and Cadbury’s.