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		</div><p><a href="http://londonglossy.com/wp-content/uploads/2011/01/oliver-boosts-sainsburys-christmas.jpg"><img class="alignnone size-full" title="Chef Jamie Oliver's adverts for Sainsbury's over Christmas helped boost it's market share" src="http://londonglossy.com/wp-content/uploads/2011/01/min-oliver-boosts-sainsburys-christmas.jpg" alt="Chef Jamie Oliver's adverts for Sainsbury's over Christmas helped boost it's market share"/></a></p>
<p>Sainsbury&#8217;s was this year&#8217;s Christmas winner after its Jamie Oliver-fronted advertising campaign helped the group outshine rivals, according to research.</p>
<p>Sainsbury&#8217;s beat its supermarket competitors to claim the biggest rise in market share, up from 14.9% to 15.4% in the 12 weeks to December 25, figures from market research firm Nielsen showed.</p>
<p>The group&#8217;s performance left larger rivals Asda and Tesco in the shade, despite spending the least of the &#8220;big four&#8221; players on advertising over the Christmas period.</p>
<p>Nielsen figures showed Sainsbury&#8217;s spent around £24.8 million on advertising over the October to December quarter in a pre-Christmas campaign led once again by celebrity chef and television personality Jamie Oliver.</p>
<p>Asda forked out the most on ads, at £40.5 million, but failed to boost its market share, which held firm at 15.8%. The UK&#8217;s biggest supermarket Tesco, which splashed out £38.3 million on advertising, managed to increase its share of festive spend to 27.8% from 27.6% a year earlier.</p>
<p>The market share data comes ahead of keenly-awaited trading updates next week from Tesco, Morrisons and Sainsbury&#8217;s, when the chains will reveal how they fared amid the snow and ice.</p>
<p>Nielsen said sales grew across the food retail sector by 6.9% in December thanks to a record-breaking performance in the week before Christmas, which made up for lacklustre trade during the severe weather earlier in the month.</p>
<p>Sales soared by 16% to £3.4 billion in the week to December 25 as shoppers rushed out after the snow and ice thawed &#8211; the largest sales week ever recorded by Nielsen.</p>
<p>But it looked a tougher year for Morrisons, the fourth biggest chain, which saw its market share slip to 10.8% from 11% in a reversal of 2009 when it claimed the top spot.</p>
<p>This came despite Morrisons spending £26.8 million on ads in the run-up to Christmas, according to the Nielsen data covering all spend in October and November, but not cinema, online, outdoor or direct mail ad spend in December.</p>
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