Supermarket group in primetime TV spotlight as it signs sponsorship deal

Ant & Dec on the Britain’s Got Talent stage

Ant & Dec on the Britain’s Got Talent stage

First published in News Bradford Telegraph and Argus: Photograph of the Author by , Business Reporter

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.”

Comments (29)

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8:16am Sat 5 Jan 13

Joedavid says...

Would rather see your prices lowered Dalton Philips to the Tesco/Asda levels.
Would rather see your prices lowered Dalton Philips to the Tesco/Asda levels. Joedavid
  • Score: -1

9:50am Sat 5 Jan 13

collos25 says...

Who are Ant & Dec.
Quality ,service and price sell products something Morrisons lacks completely.
Who are Ant & Dec. Quality ,service and price sell products something Morrisons lacks completely. collos25
  • Score: 0

10:25am Sat 5 Jan 13

MontyLeMar says...

Ant and Dec wont inspire me to do my weekly shop at Morrisons. Getting your prices down might though. Being cynical I suspect that Morrisons is not there to serve the shoppers but to serve The City who are greedy for profits all the time. I'll be sticking to Aldi.
Ant and Dec wont inspire me to do my weekly shop at Morrisons. Getting your prices down might though. Being cynical I suspect that Morrisons is not there to serve the shoppers but to serve The City who are greedy for profits all the time. I'll be sticking to Aldi. MontyLeMar
  • Score: 0

10:45am Sat 5 Jan 13

Brannigan says...

Absolutely disgusting that Morrisons should spend multi million pounds to fat-cat celebrities and organisations to promote their business. They should provide their customers with good service and reduce their prices. Along with 'reasonable' advertising this would be a far more effective way of promoting their business.
I have never met Ant & Dec as I wander around the aisles looking for a bargain. Look after your customers Morrisons or they will desert you.
Absolutely disgusting that Morrisons should spend multi million pounds to fat-cat celebrities and organisations to promote their business. They should provide their customers with good service and reduce their prices. Along with 'reasonable' advertising this would be a far more effective way of promoting their business. I have never met Ant & Dec as I wander around the aisles looking for a bargain. Look after your customers Morrisons or they will desert you. Brannigan
  • Score: 0

11:00am Sat 5 Jan 13

Joedavid says...

4 pints of milk £1.49 !
Take a look at Tesco and Asda etc. Mr Philips.
4 pints of milk £1.49 ! Take a look at Tesco and Asda etc. Mr Philips. Joedavid
  • Score: 0

11:24am Sat 5 Jan 13

Albion. says...

As I never watch anything with Ant and Dec in it, I will certainly miss these adds.
As I never watch anything with Ant and Dec in it, I will certainly miss these adds. Albion.
  • Score: 0

11:43am Sat 5 Jan 13

vax2002 says...

A Better Idea would be to get rid of the Private Parking Firm Parasites that infest the car parks of Morrisons dishing out fake parking tickets like confetti for no end of dreamt up violations.
Then the customers are subjected to months of harassment letters and threats , often for the gross crime of spending 5 minutes too long in store using the cafe and buying shopping.
A Better Idea would be to get rid of the Private Parking Firm Parasites that infest the car parks of Morrisons dishing out fake parking tickets like confetti for no end of dreamt up violations. Then the customers are subjected to months of harassment letters and threats , often for the gross crime of spending 5 minutes too long in store using the cafe and buying shopping. vax2002
  • Score: 0

12:04pm Sat 5 Jan 13

johnhem says...

vax2002 wrote:
A Better Idea would be to get rid of the Private Parking Firm Parasites that infest the car parks of Morrisons dishing out fake parking tickets like confetti for no end of dreamt up violations.
Then the customers are subjected to months of harassment letters and threats , often for the gross crime of spending 5 minutes too long in store using the cafe and buying shopping.
i've been to several morrisons stores (usually taking someone else as i shop at lidl) and never even heard of this let alone seen them. which stores use these people?
[quote][p][bold]vax2002[/bold] wrote: A Better Idea would be to get rid of the Private Parking Firm Parasites that infest the car parks of Morrisons dishing out fake parking tickets like confetti for no end of dreamt up violations. Then the customers are subjected to months of harassment letters and threats , often for the gross crime of spending 5 minutes too long in store using the cafe and buying shopping.[/p][/quote]i've been to several morrisons stores (usually taking someone else as i shop at lidl) and never even heard of this let alone seen them. which stores use these people? johnhem
  • Score: 0

12:32pm Sat 5 Jan 13

Joedavid says...

johnhem wrote:
vax2002 wrote:
A Better Idea would be to get rid of the Private Parking Firm Parasites that infest the car parks of Morrisons dishing out fake parking tickets like confetti for no end of dreamt up violations.
Then the customers are subjected to months of harassment letters and threats , often for the gross crime of spending 5 minutes too long in store using the cafe and buying shopping.
i've been to several morrisons stores (usually taking someone else as i shop at lidl) and never even heard of this let alone seen them. which stores use these people?
I suggest you look at the signs before parking as I think all Supermarket companies have Terms and Conditions signage with the limit.
[quote][p][bold]johnhem[/bold] wrote: [quote][p][bold]vax2002[/bold] wrote: A Better Idea would be to get rid of the Private Parking Firm Parasites that infest the car parks of Morrisons dishing out fake parking tickets like confetti for no end of dreamt up violations. Then the customers are subjected to months of harassment letters and threats , often for the gross crime of spending 5 minutes too long in store using the cafe and buying shopping.[/p][/quote]i've been to several morrisons stores (usually taking someone else as i shop at lidl) and never even heard of this let alone seen them. which stores use these people?[/p][/quote]I suggest you look at the signs before parking as I think all Supermarket companies have Terms and Conditions signage with the limit. Joedavid
  • Score: 0

2:05pm Sat 5 Jan 13

The Hoffster says...

Brannigan wrote:
Absolutely disgusting that Morrisons should spend multi million pounds to fat-cat celebrities and organisations to promote their business. They should provide their customers with good service and reduce their prices. Along with 'reasonable' advertising this would be a far more effective way of promoting their business.
I have never met Ant & Dec as I wander around the aisles looking for a bargain. Look after your customers Morrisons or they will desert you.
If you don't like Morrisons, why are you shopping there ?

Vote with your feet and go elsewhere.
[quote][p][bold]Brannigan[/bold] wrote: Absolutely disgusting that Morrisons should spend multi million pounds to fat-cat celebrities and organisations to promote their business. They should provide their customers with good service and reduce their prices. Along with 'reasonable' advertising this would be a far more effective way of promoting their business. I have never met Ant & Dec as I wander around the aisles looking for a bargain. Look after your customers Morrisons or they will desert you.[/p][/quote]If you don't like Morrisons, why are you shopping there ? Vote with your feet and go elsewhere. The Hoffster
  • Score: 0

2:18pm Sat 5 Jan 13

Joedavid says...

The Hoffster wrote:
Brannigan wrote:
Absolutely disgusting that Morrisons should spend multi million pounds to fat-cat celebrities and organisations to promote their business. They should provide their customers with good service and reduce their prices. Along with 'reasonable' advertising this would be a far more effective way of promoting their business.
I have never met Ant & Dec as I wander around the aisles looking for a bargain. Look after your customers Morrisons or they will desert you.
If you don't like Morrisons, why are you shopping there ?

Vote with your feet and go elsewhere.
To me he only buys there if he were to see a bargain.
He may well be like me only the odd item bought at Morrisons as I live a couple of minutes from one of their stores main weekly shop done at Tesco.
On return from Tesco I enter receipt info. into Tesco Price Comparison web site and it compares my shopping with Asda, Sainsburys and Morrisons.
50% of the times Asda are cheaper and Tesco give me difference back. Sainsburys and Morrisons always more money with Morrisons being the most expensive.
[quote][p][bold]The Hoffster[/bold] wrote: [quote][p][bold]Brannigan[/bold] wrote: Absolutely disgusting that Morrisons should spend multi million pounds to fat-cat celebrities and organisations to promote their business. They should provide their customers with good service and reduce their prices. Along with 'reasonable' advertising this would be a far more effective way of promoting their business. I have never met Ant & Dec as I wander around the aisles looking for a bargain. Look after your customers Morrisons or they will desert you.[/p][/quote]If you don't like Morrisons, why are you shopping there ? Vote with your feet and go elsewhere.[/p][/quote]To me he only buys there if he were to see a bargain. He may well be like me only the odd item bought at Morrisons as I live a couple of minutes from one of their stores main weekly shop done at Tesco. On return from Tesco I enter receipt info. into Tesco Price Comparison web site and it compares my shopping with Asda, Sainsburys and Morrisons. 50% of the times Asda are cheaper and Tesco give me difference back. Sainsburys and Morrisons always more money with Morrisons being the most expensive. Joedavid
  • Score: 0

2:26pm Sat 5 Jan 13

allannicho says...

Ant and Dec for Morrisons, about right
I should say, Morrisons not exactly
high quality!
Ant and Dec for Morrisons, about right I should say, Morrisons not exactly high quality! allannicho
  • Score: 0

2:48pm Sat 5 Jan 13

BRADFORD ANGEL says...

As a Bradfordian i always shop at Morrisons this company has stuck by Bradford in creating employment in this city.As to the shopping experience you can not beat Morrison for fresh bread baked in store,also other quality products can not be beaten, so come and shop at morrisons the best supermarket.
As a Bradfordian i always shop at Morrisons this company has stuck by Bradford in creating employment in this city.As to the shopping experience you can not beat Morrison for fresh bread baked in store,also other quality products can not be beaten, so come and shop at morrisons the best supermarket. BRADFORD ANGEL
  • Score: 1

3:39pm Sat 5 Jan 13

justjustice says...

Morrisons used to be a great place to shop, that was before they decided to go national and cater for southerners! It's gone completely downhill from there! Not only that, we also lost the classic "More reasons to shop at Morrisons" ads, I loved those, but I guess they are too cheery for southerners.

One thing I noticed, the cucumbers are kept too cold, almost frozen, so when you go to pick one up they are thawing and very soft; who wants a thawed out cucumber?! Even though I made complaints it's still not been fixed. Why are they now being stored to the point of freezing when they werent before?
Morrisons used to be a great place to shop, that was before they decided to go national and cater for southerners! It's gone completely downhill from there! Not only that, we also lost the classic "More reasons to shop at Morrisons" ads, I loved those, but I guess they are too cheery for southerners. One thing I noticed, the cucumbers are kept too cold, almost frozen, so when you go to pick one up they are thawing and very soft; who wants a thawed out cucumber?! Even though I made complaints it's still not been fixed. Why are they now being stored to the point of freezing when they werent before? justjustice
  • Score: 0

5:04pm Sat 5 Jan 13

Harvey Mat says...

I think we have all missed the point of this, morrisons have made loads of people redundant and more to come however they can afford to pay money out for advertising for every £1 spent morrisons have to get £20 through the tills is this really gonna be cost effective, erm I think not.
I think we have all missed the point of this, morrisons have made loads of people redundant and more to come however they can afford to pay money out for advertising for every £1 spent morrisons have to get £20 through the tills is this really gonna be cost effective, erm I think not. Harvey Mat
  • Score: 1

5:14pm Sat 5 Jan 13

Joedavid says...

Harvey Mat wrote:
I think we have all missed the point of this, morrisons have made loads of people redundant and more to come however they can afford to pay money out for advertising for every £1 spent morrisons have to get £20 through the tills is this really gonna be cost effective, erm I think not.
Can they afford ? Are they doing ok ?
Was at Enterprise Five complex today and its looking a bit sad and in disrepair. Only Wickes trading other units shut, wonder what happened to Morrisons expansion plans?
[quote][p][bold]Harvey Mat[/bold] wrote: I think we have all missed the point of this, morrisons have made loads of people redundant and more to come however they can afford to pay money out for advertising for every £1 spent morrisons have to get £20 through the tills is this really gonna be cost effective, erm I think not.[/p][/quote]Can they afford ? Are they doing ok ? Was at Enterprise Five complex today and its looking a bit sad and in disrepair. Only Wickes trading other units shut, wonder what happened to Morrisons expansion plans? Joedavid
  • Score: 0

5:20pm Sat 5 Jan 13

jimmy k says...

wow what an amazing scoop for the t&a cleverly disguised as free advertising for Morrison's.oh and by the way get this and other bradford stories off the KEIGHLEY NEWS WEBSITE.
wow what an amazing scoop for the t&a cleverly disguised as free advertising for Morrison's.oh and by the way get this and other bradford stories off the KEIGHLEY NEWS WEBSITE. jimmy k
  • Score: 0

5:45pm Sat 5 Jan 13

Stevo54 says...

Dont hold your breath Jimmy K.
Dont hold your breath Jimmy K. Stevo54
  • Score: 0

8:04pm Sat 5 Jan 13

Rambo says...

BRADFORD ANGEL wrote:
As a Bradfordian i always shop at Morrisons this company has stuck by Bradford in creating employment in this city.As to the shopping experience you can not beat Morrison for fresh bread baked in store,also other quality products can not be beaten, so come and shop at morrisons the best supermarket.
You clearly missed this story then from a few months back. They're basically shipping 200 jobs in Bradford to India.

http://www.thetelegr
aphandargus.co.uk/ne
ws/local/localbrad/9
941701.___Devastatio
n____at_Morrisons_jo
bs____bombshell/
[quote][p][bold]BRADFORD ANGEL[/bold] wrote: As a Bradfordian i always shop at Morrisons this company has stuck by Bradford in creating employment in this city.As to the shopping experience you can not beat Morrison for fresh bread baked in store,also other quality products can not be beaten, so come and shop at morrisons the best supermarket.[/p][/quote]You clearly missed this story then from a few months back. They're basically shipping 200 jobs in Bradford to India. http://www.thetelegr aphandargus.co.uk/ne ws/local/localbrad/9 941701.___Devastatio n____at_Morrisons_jo bs____bombshell/ Rambo
  • Score: 0

8:10pm Sat 5 Jan 13

jimmy k says...

Rambo wrote:
BRADFORD ANGEL wrote: As a Bradfordian i always shop at Morrisons this company has stuck by Bradford in creating employment in this city.As to the shopping experience you can not beat Morrison for fresh bread baked in store,also other quality products can not be beaten, so come and shop at morrisons the best supermarket.
You clearly missed this story then from a few months back. They're basically shipping 200 jobs in Bradford to India. http://www.thetelegr aphandargus.co.uk/ne ws/local/localbrad/9 941701.___Devastatio n____at_Morrisons_jo bs____bombshell/
India?thats a hell of a way to get a loaf of bread,stevo good to see/a familiar face although this thread doesn't feel right think it needs more mention of ktc by he who can't be named.
[quote][p][bold]Rambo[/bold] wrote: [quote][p][bold]BRADFORD ANGEL[/bold] wrote: As a Bradfordian i always shop at Morrisons this company has stuck by Bradford in creating employment in this city.As to the shopping experience you can not beat Morrison for fresh bread baked in store,also other quality products can not be beaten, so come and shop at morrisons the best supermarket.[/p][/quote]You clearly missed this story then from a few months back. They're basically shipping 200 jobs in Bradford to India. http://www.thetelegr aphandargus.co.uk/ne ws/local/localbrad/9 941701.___Devastatio n____at_Morrisons_jo bs____bombshell/[/p][/quote]India?thats a hell of a way to get a loaf of bread,stevo good to see/a familiar face although this thread doesn't feel right think it needs more mention of ktc by he who can't be named. jimmy k
  • Score: 0

9:14pm Sat 5 Jan 13

Shelfrhino says...

Obviously aiming for the lower end of the scale by employing these talentless idiots.
They'll be hoping the sheep that queue up to vote on the programmes hosted by these two will get onto their mobesity scooters and stock up on pizza, fags and booze.
Terrible shops which are on a downhill glide path, I never have nor will shop there.
Obviously aiming for the lower end of the scale by employing these talentless idiots. They'll be hoping the sheep that queue up to vote on the programmes hosted by these two will get onto their mobesity scooters and stock up on pizza, fags and booze. Terrible shops which are on a downhill glide path, I never have nor will shop there. Shelfrhino
  • Score: 0

5:18pm Sun 6 Jan 13

Willard says...

Whilst I am no fan of Ant and Dec I do shop at Morrison's. They may have exported 200 jobs to India, but take a look at how many people they employ at the Gain Lane head office, the cfar park is full and so is Gain Lane. You dont see Tesco or Aldi, or Sainsbury employing that many people in our area. I shall continue to shop with them and take advantage of their vouchers and bogofs. Get real, you wnat to export jobs to Germany, Denmark or bl00dy Hertforshire?
Whilst I am no fan of Ant and Dec I do shop at Morrison's. They may have exported 200 jobs to India, but take a look at how many people they employ at the Gain Lane head office, the cfar park is full and so is Gain Lane. You dont see Tesco or Aldi, or Sainsbury employing that many people in our area. I shall continue to shop with them and take advantage of their vouchers and bogofs. Get real, you wnat to export jobs to Germany, Denmark or bl00dy Hertforshire? Willard
  • Score: 0

7:58pm Sun 6 Jan 13

collos25 says...

Where do think the share holders of Morrisons live Gain Lane,if you think Morrisons offers value for money then you must be easily parted from yours a snake oil salesmens dream.
Where do think the share holders of Morrisons live Gain Lane,if you think Morrisons offers value for money then you must be easily parted from yours a snake oil salesmens dream. collos25
  • Score: 0

10:27pm Sun 6 Jan 13

Rambo says...

Willard wrote:
Whilst I am no fan of Ant and Dec I do shop at Morrison's. They may have exported 200 jobs to India, but take a look at how many people they employ at the Gain Lane head office, the cfar park is full and so is Gain Lane. You dont see Tesco or Aldi, or Sainsbury employing that many people in our area. I shall continue to shop with them and take advantage of their vouchers and bogofs. Get real, you wnat to export jobs to Germany, Denmark or bl00dy Hertforshire?
"Get real, you wnat to export jobs to Germany, Denmark or bl00dy Hertforshire?"

What sort of retarded question is that? The only reason they went to India is they can pay them a pathetic low wage in comparison to what people here would get.

I don't see your comparison with the head offices of Tesco, Aldi and Sainsbury. They are not based in this area and thats their fault?

And how do you 'export' jobs to Hertfordshire when its in the same country as us....
[quote][p][bold]Willard[/bold] wrote: Whilst I am no fan of Ant and Dec I do shop at Morrison's. They may have exported 200 jobs to India, but take a look at how many people they employ at the Gain Lane head office, the cfar park is full and so is Gain Lane. You dont see Tesco or Aldi, or Sainsbury employing that many people in our area. I shall continue to shop with them and take advantage of their vouchers and bogofs. Get real, you wnat to export jobs to Germany, Denmark or bl00dy Hertforshire?[/p][/quote]"Get real, you wnat to export jobs to Germany, Denmark or bl00dy Hertforshire?" What sort of retarded question is that? The only reason they went to India is they can pay them a pathetic low wage in comparison to what people here would get. I don't see your comparison with the head offices of Tesco, Aldi and Sainsbury. They are not based in this area and thats their fault? And how do you 'export' jobs to Hertfordshire when its in the same country as us.... Rambo
  • Score: 0

12:56am Mon 7 Jan 13

Shauny-Boy says...

Get yourself to Morrisons just before they close for the night, loads of bargains to be had in the bakery section, the hot meats sections and the deli!!!
I'm not bothered if it's Ant and Dec or even Hinge and Bracket who advertise for Morrisons to be honest, but I think ALL supermarkets should have free parking without having to submit a ticket at the checkout!
Get yourself to Morrisons just before they close for the night, loads of bargains to be had in the bakery section, the hot meats sections and the deli!!! I'm not bothered if it's Ant and Dec or even Hinge and Bracket who advertise for Morrisons to be honest, but I think ALL supermarkets should have free parking without having to submit a ticket at the checkout! Shauny-Boy
  • Score: 0

7:36am Mon 7 Jan 13

Joedavid says...

Shauny-Boy wrote:
Get yourself to Morrisons just before they close for the night, loads of bargains to be had in the bakery section, the hot meats sections and the deli!!!
I'm not bothered if it's Ant and Dec or even Hinge and Bracket who advertise for Morrisons to be honest, but I think ALL supermarkets should have free parking without having to submit a ticket at the checkout!
Remember the things sold in those sections even at full price during the day have to be eaten that day.
[quote][p][bold]Shauny-Boy[/bold] wrote: Get yourself to Morrisons just before they close for the night, loads of bargains to be had in the bakery section, the hot meats sections and the deli!!! I'm not bothered if it's Ant and Dec or even Hinge and Bracket who advertise for Morrisons to be honest, but I think ALL supermarkets should have free parking without having to submit a ticket at the checkout![/p][/quote]Remember the things sold in those sections even at full price during the day have to be eaten that day. Joedavid
  • Score: 0

9:14am Mon 7 Jan 13

MontyLeMar says...

Why am I getting emails telling me that a new comment has been added to Keighley News? I don't even read The Keighley News!
Why am I getting emails telling me that a new comment has been added to Keighley News? I don't even read The Keighley News! MontyLeMar
  • Score: 0

10:04am Mon 7 Jan 13

collos25 says...

Nowhere in all the statements from Morrisons have I seen the the words Quality,Service and Price.
On my last visit (not my choice) for a coffee in Enterprise 5 the place was dirty the service poor and the coffee expensive and very poor.
Nowhere in all the statements from Morrisons have I seen the the words Quality,Service and Price. On my last visit (not my choice) for a coffee in Enterprise 5 the place was dirty the service poor and the coffee expensive and very poor. collos25
  • Score: 0

4:54pm Mon 7 Jan 13

istanbull-bantam says...

Ladies/Gentlemen,

Whilst I realise my post does not pertain to the article, I'd like to draw your attnetion to the fact that our city has been attacked in an article on Yahoo, "12 pcs of wages spent on work expenses", and is even said to be in the North East, by some ignoramus.

Please raise your voices against this bigoted fool whoever he/she may be.

Happy New Year to all.

A Bradfordian in China.
Ladies/Gentlemen, Whilst I realise my post does not pertain to the article, I'd like to draw your attnetion to the fact that our city has been attacked in an article on Yahoo, "12 pcs of wages spent on work expenses", and is even said to be in the North East, by some ignoramus. Please raise your voices against this bigoted fool whoever he/she may be. Happy New Year to all. A Bradfordian in China. istanbull-bantam
  • Score: 0

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