The TV advert shows Mr Oliver in a Sainsbury’s store demonstrating how consumers can make a hearty family meal of roast chicken and couscous for under £5.
The recipe uses Sainsbury’s Freedom Food endorsed chicken drumsticks, reared to RSPCA welfare standards.
The drumsticks are part of a new range launched in the store last month to meet the rise in consumer demand for higher welfare chicken, sales of which have increased 156% this year.
The advert will be on air until 4 November and will also feature ex-Coronation Street actress Tracy Brabin, who plays the role of a Sainsbury’s colleague.
Mr Oliver said: “I’m really pleased that Sainsbury’s is combining good value for families with its commitment to promoting higher welfare chicken.”
Gwyn Burr, Sainsbury’s customer director, added: “We’re dedicated to offering our customers great value fresh food that doesn’t compromise on quality or our commitment to sourcing ethically. This campaign has been enormously popular with customers who are shopping on a budget but still want to enjoy a good family feast.”