TV presenters Ant and Dec are to be the stars of Morrisons’ 2013 advertising campaign, after the retailer signed a deal with ITV.
Morrisons will also sponsor ITV shows Britain’s Got Talent and Saturday Night Takeaway as part of the deal.
The advertising campaign will start with TV advertisements promoting Morrisons’ in-store butchers and bakers in February and it is hoped that it will revive the struggling grocer’s image.
Morrisons is due to release its Christmas trading statement on Monday and analysts have predicted that this will reveal a fall in like-for-like sales.
The retailer’s poor performance has been blamed on its failure to break into the online food retail market, as well as the fact that it is losing budget-conscious customers to discount retailers such as Lidl and Aldi.
Commenting on the new campaign, Morrisons marketing director Rebecca Singleton said: “Associating with Ant and 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.”