Chequebook time as Sainsbury's battles to sign Oliver for another year

by Sam Matthews, Brand Republic 11-Apr-05, 08:50

LONDON – Sainsbury's is locked into what could be costly negotiations with Jamie Oliver about whether he will return to front its advertising, after the success of Channel 4's 'Jamie School's Dinners', which could see the the TV chef's fee more than double to £3m.

Oliver has been catapulted to new levels of popularity following the success of 'Jamie School's Dinners', which have thrust him into the public and political limelight as never before and earned him calls for a knighthood.

Oliver first signed with J Sainsbury in 2000 and his annual salary from the supermarket chain has risen from £800,000 to £1.2m last year. However, his contract expires in May and negotiations between the supermarket and celebrity chef are said to be "ongoing".

It is understood that Oliver, who has become something of a national treasure since his petition on school dinners forced the government to plough an extra £280m into school meals, could command anything between £2m and £3m for endorsing Sainsbury's.

However, Oliver will have to go some way to beat the celebrity endorsement earning power of England captain David Beckham. His two-year deal with M&S for his DB07 clothes line, which has since been dropped, was worth £10m. Beckham is also affiliated with more than 10 companies, including Pepsi, Vodafone, Gillette and Adidas.

Sainsbury's chiefs know could greatly benefit from having Oliver as the face for a further, year considering his new reputation and possible knighthood.

The news comes as Sainsbury's has shortlisted incumbent Abbott Mead Vickers and JWT for its creative campaign.

DDB London, McCann Erickson, TBWA\London and Delaney Lund Knox Warren & Partners have all been eliminated from the review process, which is being handled by the Haystack Group.

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