You can't fail to have noticed the rush to grab a celebrity in an attempt to make a brand attractive to indifferent punters. But the recent public spat between Jamie Oliver and Sainsbury's over animal welfare – and chickens in particular – highlighted the precarious relationship this creates.

Jamie has vowed to use his celebrity status to change society’s eating habits for the better, and strongly criticised Sainsbury’s over animal welfare. Sainsbury’s flapped about in a panic and published a number of ads boasting about its credentials. Then, out of the blue, Oliver retreated in a letter sent out to 150,000 Sainsbury’s employees, claiming his comments had been taken “out of context” and that “Sainsbury’s has the most to be proud of on this important animal welfare issue”. Can't help wondering if the fact that his contract is due for renewal in April had any bearing on things.

Yet again, Jamie been left with egg on his face. His campaign for high quality food in schools actually led to hundreds of thousands of children stopping taking school dinners. Now this chicken fiasco has led to both the Jamie Oliver and Sainsbury's brands being compromised. Sadly, their multi-million pound relationship may not survive, but hopefully things are looking up for the poor chickens.