Jamie Oliver ends advertising deal with Sainsbury's

Jamie Oliver and Sainsbury's have ended their advertising partnership after 11 years together.

The chef and supermarket group have been involved in more than 100 TV adverts and other projects. Oliver is said to have earned £1m a year from the deal.

His last advertising campaign with the chain will air this Christmas. He said in a statement that he wants to focus on his charity The Jamie Oliver Foundation.

"I'll miss [Sainsbury's], but it's a good time to move on," he said. "It's been a fantastic 11 years and together we have achieved some great things. I've made some great friends at Sainsbury's and I know we'll still be talking for years to come."

Sainsbury's chief executive Justin King described Oliver as an "excellent ambassador".

Jamie Oliver's Food Revolution suffered low ratings in the US when it aired on ABC earlier this year.

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Watch the video for The Polyphonic Spree's 'Light and Day', the song featured in many of Jamie Oliver's Sainsbury's adverts, below: