Sainsbury's food lovers

Sainsbury’s has enlisted Pam Clarkson, Jack Monroe, Rejina Sabur-Cross and Nick Coffer

Sainsbury’s has signed up four ‘food lovers’ to front a New Year campaign called ‘Make Your Roast Go Further’.

Jack Monroe, Pam Clarkson, Rejina Sabur-Cross and Nick Coffer will star in the new campaign that will run from 1 January to 15 February.

They will share recipes and tips online on how to use up leftover food from Sunday roasts.

Sainsbury’s said the “grassroots approach of using every day ‘real’ people is something that customers have told Sainsbury’s would be more credible and meaningful to them”.

“In the current economic environment we’re all less interested in the ideas of celebrity chefs,” said Sainsbury’s marketing director Sarah Warby.

“We’re looking more for help and inspiration from people you can really relate to and practical, achievable ideas for food your kids will actually eat.

“Jack, Rejina, Pam and Nick are four genuine ‘food lovers’, with families of their own, who are making the most of their food to manage tight budgets. All are ‘local heroes’ who’ve built up their influence from the grassroots within their own communities, so it’s great to give them a broader platform to share their approaches,” she added.