ICA Jamie Oliver commercial - rather appealing

So, Jamie is appearing in the ever so popular ICA commercials for the first time. ICA is the largest swedish grocery retailer with more than 50% market share. During the crucial christmas period they've added the magic of Jamie Oliver to their ads - and I must say that I believe that move to be a rather smart choice. And since the commercials are well executed and funny ICA seems to be on the right track. It would be interesting to see their ROI - I believe Jamie is rather expensive...