When it comes to outdoor advertising, you need to use your loaf, Morrisons suggests, as the supermarket projects an image of a baguette onto the Angel of the North statue.
The image of the baguette was shown on the wings of the Angel statue, created by Antony Gormley, as part of the supermarket's 'I'm cheaper' campaign.
Morrisons has so far not commented on the stunt, although creator Gormley said "I'd rather the Angel is not used for such purposes, but it's out there."
UPDATED: Morrisons has now said of the campaign: "We're sorry if you thought we got carried away with our latest marketing. We were trying to have some fun and didn't mean to offend anybody"