The DLKW Lowe created ad features the duo talking with employees of the supermarket about how its fish and meat is sourced and prepared in stores in an attempt to highlight the craft skills of staff.
A press campaign highlighting its Market Street proposition, where customers can “receive friendly, expert advice” from butchers, bakers and fishmongers, has also launched today ( 7 February).
The activity is the first in a series of campaigns the supermarket is planning to highlight its points of differentiation. It is hoped the tactic will arrest falling sales, down 2.5 per cent over Christmas, and market share. Kantar data shows its share fell to 12 per cent in the 12 weeks to 23 December from 12.4 per cent a year ago with many analysts attributing the loss to the rise of budget rivals Aldi and Lidl.
The supermarket has also recently shaken up its marketing team to oversee the new approach, handing marketing and operations director Nick Collard a brief to integrate brand marketing and customer engagement and promoting brand director Belinda Youngs to the new role of corporate brand marketing director.
The changes followed the shock departure of commercial director Richard Hodgson in November.
Ant and Dec were signed as brand ambassadors last month in a wide-ranging deal that also sees Morrisons sponsor the ITV shows the duo front, Britain’s Got Talent and Saturday Night Takeaway.