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Morrisons signs brand endorsement and sponsorship deal with Ant & Dec

Morrisons has announced that it has signed a brand endorsement partnership with well-known TV duo Ant and Dec which has also seen the supermarket become the sponsor ITV shows Britain’s Got Talent and Ant & Dec’s Saturday Night Takeaway.

The partnership, negotiated by MEC, will see Ant and Dec feature in a range of brand activity for Morrisons as part of their 2013 campaign which kicks off in February. Additionally Morrisons will sponsor Britain’s Got Talent and Ant & Dec’s Saturday Night Takeaway, across broadcast, mobile and online.

The multi-million pound activation also includes experiential activity, in-store products and digital activity, including online video content, mobile apps and social media, all of which will run across Morrison’s own channels.

Simon Daglish, ITV Group commercial director, commented: “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.”

The last series of And & Dec’s Saturday Night Takeaway averaged 6.7 million viewers, peaking with 8.4 million viewers and a 34 per cent share of the audience whilst Britain’s Got Talent averaged a total audience of 13.1 million viewers and a 49 per cent share of the audience.

Rebecca Singleton, Morrisons marketing director also added: “We are delighted to be associating ourselves with two of TVs biggest personalities and appointment to view programmes on ITV. Associating with Ant & Dec, Saturday Night Takeaway and Britain’s Got Talent will allow us to demonstrate our points of difference in a way that has mass appeal and allows us to own the Saturday night food occasion.”

Finally Sian Runnacles, business director at MEC, said: “The partnership is a first of its kind and will allow us to provide customers with a truly interactive experience of the Morrisons brand from TV right through to in-store. Our multi-platform approach together with the association of Ant & Dec will allow us to engage customers in content in a way that no other supermarket brand has done before.”