Restaurants | 29 October 2005

‘Most of us are asleep most of the time,’ says Jamie Oliver in the new Sainsbury’s television commercial, possibly recorded before he went off to Italy with a film crew and production team for his much-needed break from the cameras. ‘Even when we shop we are sleep-shopping,’ he continues, ‘filling our trolleys with exactly the same things week in, week out.’ Christ, I thought, you’ve got a point there, James. That’s exactly what I do. I can go to the supermarket absolutely determined to not buy any of the stuff I usually buy but I still somehow manage to come home with all the stuff I always buy. ‘There’s a million meals to choose from so why eat the same ones again and again?’ Why indeed? ‘Do you remember the first time you ever tasted honey? Wouldn’t it be great to taste something new for the first time again? Use your imagination.