Sainsbury has launched its first national TV ad campaign for its online shopping service Sainsbury’s to You.

The ads feature celebrity chef Jamie Oliver’s mother.

Last week, Sainsbury said its online sales had grown by 35% and that order levels for Sainsbury to You were five times higher than those of three years ago.

Sainsbury added that it had reduced its online losses to £10m from £19m and that it hoped to break even by next March.