Morrisons has signed up TV duo Ant and Dec to front its new advertising campaign.
As part of the deal, the retailer will also sponsor Ant and Dec-presented ITV shows including Saturday Night Takeaway and Britain's Got Talent.
The cross-platform advertising deal with ITV, FreemantleMedia, James Grant Management Enterprises and Syco is the 'first of its kind' according to the retailer.
'This deal puts us in the homes of millions of potential Morrisons customers every Saturday night,' said Dalton Phillips, chief executive of Morrisons.
The ITV duo, who previously featured in a 2008 campaign alongside Jamie Oliver for Sainsbury's, are excited to be working with Morrisons.
'We love making shows the whole family can enjoy and Morrisons is a great family brand, so this partnership is the perfect fit,' said Ant and Dec in a joint statement.
Morrisons will be hoping the new ads can provide a sales boost after a 0.4 per cent dip in group sales, for the third quarter of 2012, resulted in the departure of group commercial director Richard Hodgson.
