Ant and Dec to lead supermarket Morrisons’ adverts
Morrisons’ all new advertising campaign, which features Ant and Dec alongside real life in store specialists, breaks tonight during primetime ITV.
In a series of brand new adverts, the Geordie duo lift the lid on the Morrisons ‘difference’: the real craft skills and experts in store. Their co-stars come direct from Morrisons’ stores to our screens to demonstrate to the celebrity pair (and the viewing nation) the traditional skills found at the counters.
“We had great fun filming these ads and meeting the specialists at Morrisons. We’ve learnt that there’s lots going on behind the scenes at this supermarket to get the best products on shelf. We really do have the utmost respect for the staff who worked with us and the years of training that goes in to knowing your mackerel from your mullet.” say Ant and Dec.
The first adverts screen tonight, Thursday 7th February, at 19.15 on ITV during Emmerdale and will thrust one of Morrisons’ 1,000 trained fishmongers, Dan Parr, into the national spotlight. He’s more than a match for the boys’ banter and can be seen guiding the celebrity entertainers through the real journey of the fish bought by customers from his counter. Viewers will be taken, with Ant and Dec, from the quayside and into store where Dan demonstrates his filleting skills.
Dan isn’t the only store colleague to be shot to fame in the advertising campaign. Morrisons is recruiting skilled workers from across its 483 stores to become part of the ongoing campaign. Knottingley butcher, Antony Ward, will also be seen introducing Ant and Dec to some traditional British breeds of cattle, before they are seen helping him behind his counter.
Each advert, produced by DLKW Lowe, is shot with the same educational and comedic approach. The adverts bring to life the reality that in every Morrisons store, you’ll find a team of skilled craftspeople including butchers, bakers, cheesemongers and fishmongers who love making and preparing food and have made it their career.
The advertising campaign, directed by Finn McGough, is set to Morrisons’ acoustic version of Take That track, ‘Shine’. The adverts form part of a wider partnership with ITV, including sponsorship of primetime shows, Ant & Dec’s Saturday Night Takeaway and Britain’s Got Talent.
Belinda Youngs, Corporate Brand Marketing Director of Morrisons, adds, “It really is time for our in store specialists to shine on national TV alongside our celebrity stars, Ant and Dec. These adverts showcase more of what matters, our skilled counter staff providing shoppers the best service, fresh products and great Morrisons’ value. The new ads really celebrate the thousands of talented people in our stores and ensure the nation (and Ant and Dec!) now know the reasons why Morrisons is the supermarket where fresh food and expertise matter more.”