Robert Lindsay is latest Morrisons champion

Morrisons has enlisted TV actor Robert Lindsay to be the face of its latest ad for its “Market Street” campaign which promotes its fresh food made by artisans offering.

Morrisons campaign

The new ad will launch on Monday (June 29) and show Lindsay searching for fresh fish.

Other British celebrities who have recently featured in the “Market Street” campaign include Richard Hammond, Alan Hansen, Denise van Outen and Lulu.

According to the latest TNS grocery market share analysis, Morrisons has, alongside Sainsbury’s, eclipsed budget retailers Lidl and Aldi, as shoppers take a more “measured approach” to cutting back.

Morrisons recorded a 9.3% rise in market share respectively in the 12 weeks to June 15 compared to the same period last year.

Meanwhile Morrisons, the UK’s fourth biggest supermarket group, attracted 6.5 million new customers in the first quarter boosting sales by 5%.

In April, the Advertising Standards Authority banned Morrisons from airing its television ads featuring Denise Van Outen using the current voice-over following complaints by rival supermarkets that the campaign contained misleading claims.

The ad claimed that it was the only major supermarket to source and pack fruit and vegetables from British farms.

The watchdog ruled the claim was misleading because supermarkets such as the Co-op dealt with some produce in the same way. Although it understood Morrisons only included itself, Asda, Sainsbury’s and Tesco in its definition of “major” supermarket, the ASA ruled it should have made this distinction clear.

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