Morrisons has signed up ITV light-entertainment duo Ant and Dec to front its new advertising campaign.

The retailer will also sponsor Ant and Dec Saturday Night Takeaway and Britain’s Got Talent as it looks to better communicate the work it has been doing in-store.

Morrisons said the deal with ITV, FreemantleMedia Enterprises, Syco and James Grant Management is the first of its kind to combine sponsorship of ITV programmes, with a major celebrity endorsement and advertising programme.

“We love making show the whole family can enjoy and Morrisons is a great family brand, so this partnership is the perfect fit,” said Ant and Dec. “We’re really excited to be launching this collaboration with the return of ‘Saturday Night Takeaway’, a show we’re hugely passionate about”.

Morrisons chief executive Dalton Philips said the deal represented a great opportunity to showcase the retailers craft skills in butchery, bakery and fishmongery. The first ads will appear in February.

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

Ant and Dec have previously featured in the advertising for rival supermarket Sainsbury’s. The pair starred alongside Jamie Oliver in the retailer’s Christmas ad in 2008.