TV chef Jamie Oliver goes off-grid
TV chef Jamie Oliver to go off-grid alone

So it IS true.

We broke the story TV chef Jamie Oliver ‘s production company denied — and today it was confirmed.

On 24 Feb we announced that Jamie was going to live in a camper van in Italy for his next series. Today he set off on his trip. We wish him well.

Jamie Oliver and wife Jools make a meal of their tearful farewell – as he set off on the six-week cooking tour. The gossip in London’s Primrose Hill is that Jamie is not a happy man. Whether his marriage is truly on the rocks or it is being done for the benefit of the cameras remains to be seen.

Jamie has become a national hero since he reinvented school food, and a knighthood cannot be far off.

Now he will reinvent off-grid cooking. A new TV show will follow Oliver on a trip round Italy in a converted camper van carrying all his kitchen kit.

It is no coincidence at all that Sainsbury’s is overhauling its Italian food range under the single banner of Simply Italian. It will be promoted through ads featuring Jamie Oliver, the first in which the chef has featured since extending his contract with the supermarket for a further 12 months.

The creative, by Abbott Mead Vickers BBDO, will tie in neatly with the new TV series produced by Robert Thirkell.

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