From June 2000, Oliver became the public face of the Sainsbury's supermarket chain in the UK, appearing on television and radio advertisements and in-store promotional material. The deal earned him an estimated £1.2 million every year, although neither J. Sainsbury nor Oliver has ever discussed the exact figure. By 2004, the company had made 65 advertisements with him, but the arrangement was not without controversy. Oliver was reported to have admitted that he does not use supermarkets, despite regularly having "product placement" in his early TV series.