Jamie Oliver is to film his last TV ad campaign for Sainsbury’s this Christmas.

The festive ads will mark the end of an 11-year partnership between the celebrity chef and the supermarket.

“The decision has been made because both parties feel that it's the right time to move on, especially as Oliver seeks to spend more time on his social projects through the Jamie Oliver Foundation, both in the UK and abroad,” Sainsbury’s said in a statement.

Chief executive Justin King added: “Jamie has been an excellent ambassador for the Sainsbury's brand over the past 11 years, spearheading our goal to offer our customers fresh and tasty food, whilst maintaining strong ethical standards. It has been one of the most successful and mutually rewarding partnerships in our industry ever.”

Oliver said he had made some “great friends” at Sainsbury’s.

“They've got some very good people, from the top right down to the shop floor,” he said. “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.”

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