Sainsbury's: It's complicated - how Jamie and Sainsbury's got the best out of each other for 11 and a half years

This case documents the successful, long-running partnership between Sainsbury's, the UK supermarket chain, and Jamie Oliver, the celebrity chef.

Sainsbury's: It's complicated – how Jamie and Sainsbury's got the best out of each other for 11 and a half years

Principal authors: Sophie Lewis and Katie Dallas, Abbott Mead Vickers BBDOContributing author: Craig Mawdsley, Abbott Mead Vickers BBDO

Considering our national pre-occupation with celebrity in popular culture, it is interesting to note that of the ninety-eight IPA papers which look at campaigns featuring celebrities, only two consider the subject of a celebrity relationship specifically.1

Indeed, when we reflect on the fact that for many of our audiences (and tabloid journalists alike), the...

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