Sainsbury's Bids Adieu to Jamie Oliver

As announced in July, Sainsburys is ending its relationship with Jamie Oliver, with this BBDO-produced 2011 holiday campaign (see more below) its last featuring the British celebrity chef.

The 11-year endorsement deal between the UK supermarket chain and the cheeky chef hasn't been without controversy — including spats over battery hens and a fall-out after he stated “For any chef, supermarkets are like a factory. I buy from specialist growers, organic suppliers and farmers" — but also made a lasting impression on the nation's home cooks, as a spokesman for the grocer told Marketing Week UK.

Click here for Brand Republic's timeline of the 11-year partnership, which produced more than 100 commercials and initiatives such as promoting sustainable fish.