The first of Morrisons’ new TV ads featuring Ant and Dec is to be aired tonight on ITV during Emmerdale.
The campaign is set to focus on Morrisons’ craft skills and experts in store as the retailer looks to better communicate its point of difference in a bid to arrest falling sales.
Tonight’s ad will focus around one of Morrisons’ trained fishmongers Dan Parr, guiding the Geordie duo through the journey taken by fish from the quayside to the store where he demonstrates his filleting skills.
The campaign is set to focus on other members of the retailer’s staff, including Knottingley butcher Antony Ward, who will be seen introducing Ant and Dec to some traditional British breeds of cattle, before they are seen helping him behind the counter.
The tone of the ads, produced by DLKW Lowe will be comedic and educational. Directed by Finn McGough, they will be set to an acoustic version of the Take That song ‘Shine’.
On top of the ads, Morrisons will be sponsoring the pair’s main ITV shows Ant & Dec’s Saturday Night Takeaway and Britain’s Got Talent.
“The new ads really celebrate the thousands of talented people in our stores and ensure the nation now know the reasons why Morrisons is the supermarket where fresh food and expertise matter more,” said Morrisons corporate brand marketing director Belinda Youngs.
Ant and Dec said: ““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.”