Jamie Oliver endorses Sainsbury's 'higher welfare' chicken

Jamie Oliver is to appear in a TV ad promoting the quality of Sainsbury’s chickens, months after he had a public spat with the supermarket for not rallying to his anti-battery hen campaign.

Oliver, who is reportedly paid in excess of £1m as the brand ambassador for Sainsbury’s, said in January that his employer was "shocking" for not turning up to a public debate on the topic.

Oliver, who found his contract renewal under threat and eventually issued an open apology to Sainsbury’s staff, appears tonight in a TV advert promoting Sainsbury’s "higher welfare" chicken.

"I’m really pleased that Sainsbury’s is combining good value for families with its commitment to promoting higher welfare chicken," said Oliver.

In the ad, Oliver demonstrates rustling up a meal in a Sainsbury’s store alongside former Coronation Street actress Tracy Brabin, who plays a member of supermarket staff.