Sainsbury's Christmas television campaign features Jamie Oliver wandering through a Dickensian-themed world.

The ad, filmed at London's Garrick Theatre, opens with Oliver walking from his kitchen into a snow-covered Dickensian market.

He then makes his way through several acts in a theatre - featuring can-can dancers, acrobats and jugglers - giving tips on using spices to enhance Christmas dishes.

Sainsbury's has ordered extra stock of all of the ingredients mentioned in the ad - cinnamon, gingerbread, chilli, clementines and cloves - to meet the expected demand.

Nutmeg, which was promoted in a Jamie Oliver ad last year, subsequently attracted sales volumes so high that Sainsbury's had to order two years' worth of stock - around nine tons - to meet customer demand.

The 40-second television ad, created by Abbott Mead Vickers BBDO, gets its first airing tomorrow night.

Oliver has appeared in more than 100 advertisements for Sainsbury's since signing up as the face of the supermarket chain in 2000.

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