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Ant and Dec Shine a Spotlight on Morrisons’ Skills

February 8, 2013

Britain’s favourite Geordie duo get behind the counters at Britain’s most skilled supermarket

Morrisons’ all new advertising campaign, which features Ant and Dec alongside real life in store specialists, breaks tonight during primetime ITV.

In a series of brand new adverts, the Geordie duo lift the lid on the Morrisons’ ‘difference’: the real craft skills and experts in store. Their co-stars come direct from Morrisons’ stores to our screens to demonstrate to the celebrity pair (and the viewing nation) the traditional skills found at the counters.

The first adverts screen tonight, Thursday 7th February, at 19.15 on ITV during Emmerdale and will thrust one of Morrisons’ 1,000 trained fishmongers, Dan Parr, into the national spotlight. He’s more than a match for the Ant and Dec’s banter and can be seen guiding the celebrity entertainers through the real journey of the fish bought by customers from his counter. Viewers will be taken, with Ant and Dec, from the quayside and into store where Dan demonstrates his filleting skills.

Dan isn’t the only store colleague to be shot to fame in the advertising campaign. Morrisons is recruiting skilled workers from across its 483 stores to become part of the ongoing campaign. Knottingley butcher, Antony Ward, will also be seen introducing Ant and Dec to some traditional British breeds of cattle, before they are seen helping him behind his counter.

Each advert, produced by DLKW Lowe, is shot with the same educational and comedic approach. The adverts bring to life the reality that in every Morrisons store, you’ll find a team of skilled craftspeople including butchers, bakers, cheesemongers and fishmongers who love making and preparing food and have made it their career.
The advertising campaign, directed by Finn McGough, is set to Morrisons’ acoustic version of Take That track, ‘Shine’. The adverts form part of a wider partnership with ITV, including sponsorship of primetime shows, Ant & Dec’s Saturday Night Takeaway and Britain’s Got Talent.

Belinda Youngs, Corporate Brand Marketing Director of Morrisons, said: “It really is time for our in store specialists to shine on national TV alongside our celebrity stars, Ant and Dec. These adverts showcase more of what matters, our skilled counter staff providing shoppers the best service, fresh products and great Morrisons’ value. It also reminds the viewers that they can have their food any way they like it because we have trained specialists who can prepare, make, bake, fillet and cut like only we can.

“The new ads really celebrate the thousands of talented people in our stores and ensure the nation (and Ant and Dec!) now know the reasons why Morrisons is the supermarket where fresh food and expertise matter more.”

Ant and Dec said of the adverts: “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.”

About Morrisons

Morrisons is the UK’s fourth largest food retailer with 483 stores and our business is mainly food and grocery - the weekly shop. Uniquely we source and process most of the fresh food that we sell through our own manufacturing facilities, giving us close control over provenance and quality. Morrisons-branded fresh meat is 100% British, along with all of the meat sold from our in-store butchers’ counters. We have more people preparing more food in store than any other retailer including butchers, bakers and fishmongers. Every week, 11.5 million customers pass through our doors and more than 131,000 colleagues across the business work hard each day to deliver great service to them. With competitive prices and hundreds of special offers, we are proud to save our customers money every day.


  • Title: Butcher
  • Brand: Morrisons
  • Title: Fishmonger
  • Brand: Morrisons