Sainsbury’s is to launch a new Jamie Oliver TV ad on Wednesday evening as part of its “Feed your family for a fiver” campaign.

The ad, which aims to celebrate the British summer, shows Jamie leading a cooking demonstration with Sainsbury’s team of food experts, known as the Try Team, as they rustle up a burger recipe using Freedom Food Endorsed Pork.

Sainsbury’s is also launching a new section on its website, called Trynation, where users can view step by step recipes, those featured in adverts and on Tip cards from stores. The online video recipes will be hosted by members of the 12-strong Try Team who will feature in tonight’s ad.

Sainsbury’s said Try Tip cards have become more successful as more shoppers take up scratch cooking. Last year 38.4 million Tip cards were printed and this year the retailer expects to print almost 75 million.

The Try Team will also be carrying out cooking demonstrations across the country in stores and at food shows, and this is promoted on Sainsbury’s Facebook page.

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