Elaine Watson Jamie Oliver will dominate TV screens and airwaves this month as Sainsbury's launches an aggressive round of advertising to coincide with the World Cup. The chef is fronting regional TV ads plugging Sainsbury's online shopping service and national TV and radio campaigns with a footballing theme. Although Sainsbury claims to reach 70% of the UK population with its internet shopping operation, the new online shopping ads are only being aired in the Central TV region as part of an eight-week trial to assess the impact advertising has on orders, said a spokesman. These ads will reach about four million people. Created by the AMV BBDO agency, the ads illustrate that "online shopping is not just for bulky products but for the standard weekly shop," he added. They also attempt to counter concerns about inaccurate picking and unreliable deliveries. Featuring a real life' Sainsbury's to You driver called Cliff, the ads show Jamie Oliver trying ­ and failing ­ to catch the company out by ordering obscure items online such as chilli jelly. The World Cup campaign, which hit TV screens this week, features Oliver cooking breakfast for England manager Sven Goran Eriksson. The ads will be backed by a series of 60-second afternoon radio slots starting on May 20 in which Oliver presents recipes for breakfast and snacks. Each ad will run for a week and will be supported by recipe cards instore. Although it ties in with the World Cup, the point of the campaign is that "40% of people do not know what they are having for dinner at 4pm the same day", said a spokeswoman. "So by putting a recipe on air at this time we are hoping to inspire them." l Sainsbury has confirmed it is testing the viability of ordering from Sainsbury's to You via interactive TV. A spokesman said: "We are running small scale trials with NTL but I can't comment further." {{NEWS }}