They say imitation is the greatest form of flattery, so Sainsbury did not object when it discovered Jamie Oliver gracing TV screens Down Under in a series of ads bearing an uncanny resemblance to its own campaign with the Naked Chef. New Zealand grocery retail giant Foodstuffs was so impressed by Jamie's exploits at Sainsbury that it called his agent to see if he could work the same magic for its Pam's Products own label range. Sainsbury insisted it knew all about the ads: "We're obviously flattered if they look a bit like ours, but the focus of the New Zealand ads is very different. They focus on basic ingredients and cooking from scratch." {{NEWS }}