Ant & Dec will also feature in a host of brand marketing for Morrisons throughout 2013. The first activity will start in February with TV ads.
The supermarket hopes to use the activity to demonstrate its points of difference and the skills its in-store specialists have. Sponsorship activity will include TV, mobile and online as well as experiential and social.
Morrisons claims the partnership will allow it to engage customers with content in a way no supermarket has done before. Neither party has put a value on the deal but says it is “multi-million”.
Morrisons has previously sponsored ITV’s Born to Shine and had a product placement deal with Channel 5’s Big Brother.
Rebecca Singleton, Morrisons marketing director, says: “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.”
Morrisons will be hoping the prime time shows and high profile brand ambassadors will help boost sales after posting disappointing results at the end of last year. The supermarket is expected to post a fall in same store sales over the Christmas period on Monday (7 January).
The deal was negotiated between the supermarket, ITV, FremantleMedia Enterprises, Syco and James Grant Media by MEC.
The tenth series of Ant & Dec’s Saturday Night Takeaway begins later this year. Previous series have attracted audiences of up to 8.4 million and a 34 per cent share of the audience.
Britain’s Got Talent averages audiences of 13.1 million viewers and a 49 per cent share of the audience.