Sainsbury's has once again enlisted the help of Britain's favourite cheeky chappy chef Jamie Oliver for their Christmas advertising campaign.

The main TV advert will see Jamie laying his hands on his best cookware and taking audiences through cooking delicacies the supermarket giant will stock for Christmas dinner this festive season.

Other follow-up advertising shorts will seek to bolster the primacy of both Jamie Oliver and Sainsbury's and their association with delivering a fairytale Christmas for shoppers and those keen on home baking.

Commenting on the launch of the new ads, Jamie said: "This is one of the best ads I have ever done for Sainsbury’s.

"In just a couple of nights the team created a fairytale Christmas with everything from snow to Christmas lights to a full choir. It is a brilliant advert and I hope that it really helps get everyone in the spirit of Christmas."