Jamie Oliver is fronting Sainsbury’s first TV commercial to promote its wines.

The campaign shows the retailer’s brand ambassador selecting wines from across the globe -- on location in a French vineyard, a Spanish villa and a Sydney wine bar.

Sainsbury said the ads were in response to consumers’ “growing interest in wines from around the world”. It is the first time in Oliver’s four-year stint as brand ambassador that he has been used to promote the retailer’s drinks fixture.

Brand development manager Eileen Nolan said: “The advert will communicate to consumers the variety of wines we have on offer.”

The ad, which started this week, runs alongside Sainsbury’s end-of-summer wine festival taking place throughout this month and featuring 20 new lines. It also coincides with the retailer’s return to wine e-tailing through its web-based Taste for Wine service.