It takes a big man to admit when he's wrong. Or a normal-sized man inexplicably born with a floppy tongue the size of a cow's, at least.

By which we mean Jamie Oliver. As you all probably know, Jamie Oliver's latest campaign has been to make a sort of middle-class poultry snuff film called Jamie's Fowl Dinners all about the horrific mistreatment of battery chickens, and part of that campaign has involved Jamie lashing out at Sainsbury's.

And then, um, realising that Sainsbury's pays him £1.2 million a year to wank about flogging mince pies, causing him to backtrack spectacularly in case he upset his bosses.

There's nothing that Jamie Oliver likes more than a good campaign - the campaign for better school dinners, the campaign to train the disadvantaged to be chefs, the campaign for titting around advertising Sainsbury's surrounded by elves.

But they're all old-hat, because Jamie Oliver wants to campaign for something more raw, something more visceral, something that'll frighten the general British public into never eating ever again. That's right - Jamie Oliver is going head-to-head with the battery-farmed chicken industry. In a one-off Channel 4 show - Jamie's Fowl Dinners - to be broadcast next year, Jamie Oliver is promising to graphically demonstrate the battery-farmed chicken's rearing process. Fingers crossed this will involve Jamie Oliver being shut in a tiny, airless, artificially-lit box for the rest of his life where he'll be forced to breath his own shit-fumes until a farmer cuts off his nose and mouth.

We don't know about you, but it'd certainly be the only way we'd learn.