Sainsbury's has Jamie Oliver, Aldi has Phil Vickery and now JJ Food Service has signed up Gino D'Acampo.

The winner of I'm A Celebrity Get Me Out Of Here! is working with JJ's to ­promote its brand, raise its profile among caterers and develop healthy ranges.

As the company's development chef, he is overseeing its own-label low-salt ranges for schools Pasta Reggia and Gomo sauces.

The celebrity chef stars in a video blog on the company's website in which he gives a demonstration of how to cook a pasta dish from frozen in six minutes.

"With the expertise of our development chef Gino D'Acampo, JJ Food Service has developed a portfolio of brands," said a statement on JJ's website.

"We have a simple ­criteria policy with regard to our brands we will match or better the quality of the ­existing brand leader, and improve our customers' profit margins.

"Celebrity chef Gino is well known for his passion for food. His partnership with JJ ensures that every product we sell not only tastes good, but is of the finest quality."

D'Acampo also opened JJ Food Service's sixth depot, in Sidcup, at the weekend. The 67,000 sq ft depot bought from MFI, which went into administration in 2008, will help the growing company to deliver to customers in south London.

Its other London depot, in Enfield, was "bursting at the seams", according to managing director Mustafa Kiamil.