Flintoff is currently filming the TV ads, which have been created by DKLW Lowe. They are expected to air nationwide within the next few months.
using personalities such as Richard Hammond and Alan Hansen to explain why they like the supermarket.
However, the
The Bradford-based firm is looking to establish closer ties with UK sport, and previously backed England's failed 2018 World Cup campaign.
A Morrisons spokesman confirmed Flintoff's appointment but said the school children from its recent campaigns will also continue to feature in some ads.
He did not disclose specific details about Flintoff 's role in the ads.
Morrisons plans to open M Local-branded convenience stores this year, in addition to a .
It is also .
Flintoff's brand associations include Puma and Sure for Men, for which, in 2009, he parodied his infamous drunken pedalo ride.
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