Bradford-based supermarket group Morrisons has signed a pioneering multi-million pound deal to sponsor two prime-time TV shows starring presenters Ant & Dec as part of a campaign to highlight traditional in-store skills which set it apart from its key rivals.

Between February and June, the Morrisons brand will be promoted through sponsorship of ITV’s flagship Saturday night shows Ant & Dec’s Saturday Night Takeaway, which starts on February 23, and Britain’s Got Talent, between April and June.

Morrisons will be billed as programme sponsors for both series at the beginning and end of transmission and also feature in ‘bumpers’ – mini-advertisements topping and tailing each commercial break.

Ant & Dec will also appear in regular Morrisons TV adverts, becoming the latest in a line of celebrities such as former England cricketer Andrew Flintoff and TV personalities Denise Van Outen and Richard Hammond to promote the supermarket.

The TV deal will be supplemented by in-store promotions featuring Ant & Dec as well as special price deals on food such as pizzas and sharing platters on Saturdays to tie-in with the programmes.

The deal will underpin a campaign to showcase the traditional skills of Morrisons in-store butchers, bakers, fishmongers and cheesemongers.

Morrisons has signed with ITV, FremantleMedia Enterprises, Syco and James Grant Management in the first deal to combine sponsorship of ITV programmes with major celebrity endorsement and advertising .

Morrisons chief executive Dalton Philips said: “No other supermarket makes food in store in the traditional way that we do at Morrisons. We have more than 5,000 trained butchers, bakers and fishmongers, and we want to shout about it.

“This deal puts us in the homes of millions of potential new Morrisons customers every Saturday night and gives us the opportunity to showcase the talent that shoppers won’t see in any other supermarket.”

Ant & Dec said: “We love making shows the whole family can enjoy and Morrisons is a great family brand, so this partnership is the perfect fit. We’re really excited to be launching this collaboration with the return of Saturday Night Takeaway, a show we’re hugely passionate about.”

Simon Daglish, ITV group commercial director, said: “We are thrilled to be announcing this unique 360 degree partnership with Morrisons, which brings together the full package of leading ITV talent with high-profile sponsorship and activation.

“This is a great example of what ITV can do for our customers, and both our commercial team and ITV’s brand extensions team can’t wait to bring the shows and talent to life for Morrisons customers in-store and online.”