Ant & Dec

Ant & Dec will continue to front Morrisons ads in 2014

Morrisons has got Ant and Dec for 2014, as the retailer announced it would extend its partnership with the popular Geordie pair.

Ant and Dec will continue to appear in Morrisons ads while the supermarket has signed up once again to sponsor the duo’s hit ITV shows Britain’s Got Talent and Ant & Dec’s Saturday Night Takeaway.

The multimillion-pound deal will include “experiential activity”, in-store bespoke products and digital activity, including online video content, mobile apps and social media, Morrisons said.

“Last year’s partnership proved hugely successful in helping us demonstrate Morrisons’ points of difference by owning the Saturday night food occasion,” said Morrisons group marketing and customer director Nick Collard. “2014 will see us build on that success with even more creative and innovative activity across all channels.”

Simon Daglish, ITV group commercial director, said: “Following the huge success of our partnership with Morrisons, we are delighted to announce the renewal of this innovative 360-degree campaign bringing together leading ITV talent with high-profile sponsorships.”

Ant and Dec were last seen on screen for Morrisons alongside a dancing gingerbread man in the retailer’s Christmas advert.