Jamie Oliver will remain as the face of Sainsbury for the foreseeable future despite his current contract ending in May.
Oliver, who has just filmed an ad for Jersey Royal potatoes, is renegotiating his contract.
Ad agencies, taking part in a pitch for the £56m advertising account, were briefed to come up with ideas in which Oliver could be used. The winning agency is due to be announced on Monday, with incumbent of 25 years Abbott Mead Vickers BBDO up against JWT.
>>p51 Spuds star in Oliver ad