Sainsbury’s launched their Christmas advert during the X Factor yesterday with AMV BBDO, and it is the last one to feature Jamie Oliver.

The advert, filmed on location at London's famous Adelphi theatre, features Jamie cooking a Christmas dinner with all the trimmings for a full pantomime cast, including Snow White and the Seven Dwarves, Captain Hook, Britain's tallest man as the giant from Jack & The Beanstalk and the ugly sisters from Cinderella.

Justin King, Sainsbury's chief executive, said: "Jamie has been a brilliant ambassador for Sainsbury's and our partnership with him has been a great success. By working together we have generated ideas that have helped inspire a generation of cooks and this advert is a fitting way for the relationship to come to a close.

“I am sure that this advert, which showcases our fantastic range of tasty Christmas food in a fun, vibrant and exciting way, will be a real hit with customers."

Jamie Oliver, who has featured in over 100 adverts for the retailer, said: "It's the end of an era but it's a good time to move on and what a great way to say goodbye - with a huge Christmas party in a wonderful venue. I've always really appreciated working with the Sainsbury's team and store colleagues. We've had such a good laugh over the years and I think we made a great team. I will miss them all and I wish everyone all the best for the future."