Ant & Dec To Front Morrisons' TV Adverts

Morrisons has signed a brand endorsement and sponsorship deal with TV presenters Ant & Dec in a drive to boost sales.

The Geordie duo will feature in a campaign throughout 2013, while the supermarket will sponsor their ITV shows Britain's Got Talent and Ant & Dec's Saturday Night Takeaway as part of the deal with broadcaster ITV, FremantleMedia Enterprises, Syco and James Grant Management.

Forecast by analysts as the worst performing of the major supermarkets at Christmas, the Bradford-based firm, which has 482 stores, hopes the partnership will revive its flagging fortunes.

The new adverts will showcase the supermarket's traditional skills - over 5,000 trained butchers, bakers and fishmongers - which it claims sets it apart from the rest of Britain's major supermarkets.

Recent industry data has shown Morrisons losing market share to big rivals Tesco, Asda and Sainsbury's, as well as Aldi and Lidl.

In November, the firm posted a worsening sales decline and parted company with its commercial director, Richard Hodgson, saying it had failed to get its selling points across to consumers.

During the four weeks ending December 2, Morrisons spent £7.1m on TV and press, while Tesco was the highest spending at £11.8m, followed by Asda at £11.2m then Sainsbury's at £7.3m.

Morrisons is set to release the details of its Christmas trading figures for the six weeks to December 30 on Monday.

Analysts are predicting the firm will reveal a fall in sales of about 2%.

Unlike its competitors, Morrisons does not offer an online shopping service.