Sainsbury has struck a deal with celebrity chef Jamie Oliver to extend their relationship for another year.

As part of the deal Oliver will continue to be the face of Sainsbury’s in TV and radio advertising. He will also work on product launches and continue to develop recipe cards for customers.

Sainsbury declined to disclose how much the new contract is worth, but said advertising campaigns featuring Oliver “have had a direct impact on sales”.

Deputy managing director Sara Weller said: “Oliver is an ideal partner for Sainsbury’s. We share a passion for quality food and want to make it accessible and enjoyable for everyone, everyday.

“He is enthusiastic and appeals to a wide audience.”