Morrisons goes live with a new television commercial today supported through social media and in-store point of sale featuring the Eddy Grant song, Baby Come Back.

Morrisons insisted the song referred to the return of staffed express checkouts for shoppers with 10 items or fewer, brought back by new chief executive David Potts and chairman Andy Higginson rather the lost shoppers under former chief executive Dalton Philips’ watch.

The DLKW Lowe created 30-second ad, featuring genuine Morrisons staff will appear on terrestrial television and Sky over the next four weeks.

Mike Hoban, marketing director said: “We’re listening to our customers who asked us to bring back express checkouts and we’ve done just that. The feedback so far has been very positive.”