Morrison's Ground-Breaking Partnership With Ant & Dec

Morrisons announced a deal with Ant & Dec which will underpin a campaign throughout 2013 to showcase its traditional skills – the butchers, bakers and fishmongers – that set it apart from the rest of the UK’s supermarkets.

The deal with ITV, FremantleMedia Enterprises, Syco and James Grant Management will see Morrisons sponsor ITV’s flagship Saturday night hit shows Britain’s Got Talent and Ant & Dec’s Saturday Night Takeaway as well as a major advertising & brand campaign fronted by the nation’s favourite TV duo.

The partnership is the first to combine sponsorship of ITV programmes, with a major celebrity endorsement and advertising programme.

Dalton Philips, Chief Executive of Morrisons, said: “No other supermarket makes food in store in the traditional way that we do at Morrisons. We have more than five thousand trained butchers, bakers and fishmongers and we want to shout about it.”

“This deal puts us in the homes of millions of potential new Morrisons customers every Saturday night and gives us the opportunity to showcase the talent that shoppers won’t see in any other supermarket.”

Ant and Dec said: “We love making shows the whole family can enjoy and Morrisons is a great family brand, so this partnership is the perfect fit.

We're really excited to be launching this collaboration with the return of 'Saturday Night Takeaway', a show we're hugely passionate about."