The much-sought-after stock of Jamie Oliver knives was replenished at a St. John's Sobeys store Wednesday, only to be quickly depleted.

At the Howley Estates store, off Elizabeth Avenue, staff brought out boxes of the knives around 7:30 a.m. Wednesday to a line of about 60 waiting eager shoppers.

Line up for Jamie Oliver knives is 60 deep at Sobeys @ Howley Estates. <a href="https://twitter.com/hashtag/cbcnl?src=hash">#cbcnl</a> <a href="https://t.co/50iR3HWchI">pic.twitter.com/50iR3HWchI</a> —@todd_obrien

Boxes being unloaded now. Anticipation growing in lineup. Has become quite the phenomenon. <a href="https://twitter.com/hashtag/cbcnl?src=hash">#cbcnl</a> <a href="https://t.co/Xjo41PXaDz">pic.twitter.com/Xjo41PXaDz</a> —@todd_obrien

But by 8:30 a.m., several of the knives in the popular chef's line currently on a stamp-collecting promotion were already out of stock.

This shipment appears to be getting low. Lineup still long. <a href="https://twitter.com/hashtag/cbcnl?src=hash">#cbcnl</a> <a href="https://t.co/8tbMqiIPhx">pic.twitter.com/8tbMqiIPhx</a> —@todd_obrien

The promotion offers customers a stamp for every $10 spent at the store before tax. Once enough stamps are collected, they can be redeemed for an assortment of the Jamie Oliver line.

Going through knives fast and furious. <a href="https://twitter.com/hashtag/cbcnl?src=hash">#cbcnl</a> <a href="https://t.co/fsQmOXJxak">pic.twitter.com/fsQmOXJxak</a> —@todd_obrien

A woman told CBC News she got in line around 6:50 a.m. Wednesday to wait for the knives to be brought out.

Just ran out of utility knives. But stock is still holding. <a href="https://twitter.com/hashtag/cbcnl?src=hash">#cbcnl</a> <a href="https://t.co/Z3cPYQooxF">pic.twitter.com/Z3cPYQooxF</a> —@todd_obrien

She went around the grocery store to do a little shopping, and by 7:05 there were 15 more people in line ahead of her.

Lots of happy customers though so far! <a href="https://twitter.com/hashtag/cbcnl?src=hash">#cbcnl</a> <a href="https://t.co/ZRWFdZD8tK">pic.twitter.com/ZRWFdZD8tK</a> —@todd_obrien

The promotion has been so successful the stock of knives at multiple stores has run out, and shipments are taken off the shelves as quickly as they're put on them — if they make it to the shelf at all.

Customer Betty Kennedy says she's prefer a chef in the kitchen but will take a chef's knife. <a href="https://twitter.com/hashtag/cbcnl?src=hash">#cbcnl</a> <a href="https://t.co/CoY9GE8CVN">pic.twitter.com/CoY9GE8CVN</a> —@todd_obrien

The Jamie Oliver stamp promotion runs at Sobeys grocery stores across Canada until March 9.

People had been lining up since before 7. Handful people in here now. Promotion runs for about another week. <a href="https://twitter.com/hashtag/cbcnl?src=hash">#cbcnl</a> <a href="https://t.co/fIAEvta1uT">pic.twitter.com/fIAEvta1uT</a> —@todd_obrien