Celebrity chef-type Jamie Oliver – who was a stand-out in our 2004 paper, Spot the Mistake about celebrity chefs and food safety mistakes — has been appearing with increasing irritation on a television advert for Woolworths in Australia, hawking dinnerware.

“The plate makes the food look great” or something like that.

And when he’s not selling plates, Oliver is embarking on a campaign to stop the Transatlantic Trade and Investment Partnership (TTIP), which many feel will result in the watering down of government regulations and says with a straight face that U.K. restrictions on growth hormones and pesticides in food are stricter than those in the U.S.

Stick to dinnerware.