Oliver puts on the beef

Jamie Oliver has put all his weight behind his crusade to banish unhealthy school dinners - by piling on the pounds himself.

The celebrity chef wore a fat suit and spent four hours wrapped in latex to publicise his follow-up to Jamie's School Dinners.

In one scene of his ad, Jamie's scooter collapses under his weight.

The chef's chubby arms are laden with boxes of junk food, helping to send out a message about the evils of fatty food.