Sainsbury's has hit back at claims in the national press that
consumers in the North of England do not like celebrity chef Jamie
Oliver, who fronts the chain's ads.
The supermarket commissioned an independent company to carry out
research to uncover whether Oliver's popularity is waning in the North.
According to Sainsbury's the research reveals that more people in the
North watch Oliver's TV programme, The Naked Chef than in the South.
When it comes to the ads, the research concludes that "the level of
enjoyment of Jamie in the ads is consistently high throughout the
country, proving that a suggestion of a North/South divide in enjoyment
is a myth".
In a move which reinforces Sainsbury's commitment to Oliver as a brand
icon, the chain is launching an ad campaign which breaks on January 2
through Abbott Mead Vickers BBDO.
The ads promote Sainsbury's 'Be Good To Yourself' range and aim to
attract consumers detoxing after New Year celebrations. They feature
Oliver's wife and mother conspiring over his fat intake.