Morrisons has agreed a partnership with TV presenters Ant and Dec. The duo will star in the grocer’s new advertising campaign and Morrisons will sponsor their Saturday night light entertainment TV shows, Britain’s Got Talent and Ant & Dec’s Saturday Night Takeaway.

The grocer signed the multimillion-pound deal with ITV, FremantleMedia Enterprises, Syco and James Grant Management, and claims it is the first partnership to combine sponsorship of ITV programmes with a celebrity endorsement and advertising programme.

The TV campaign starring the presenters will launch in February and will promote the retailer’s in-store butchers and bakers, which it aims to position as a point of difference to its competitors.

Morrisons marketing director Rebecca Singleton said: “Associating with Ant & Dec’s Saturday Night Takeaway and Britain’s Got Talent will allow us to demonstrate our points of difference in a way that has mass appeal and allows us to own the Saturday night food occasion.”

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