Jamie Oliver has been credited for the revival of the fortunes of supermarket Sainsbury’s.

Shoppers are responding to the new advertising campaign featuring the chef preparing simple meals for under a fiver. Analysts report that more consumers are buying the products promoted by Oliver.

The supermarket, the thrid largest chain in the UK grocery sector, last week annouced a 28% increase in profits. It predicts further growth by 2010 despite the forecasted economic slowdown.