Morrisons has signed up Denise Van Outen as the first in a series of celebrity tie-ups to front its latest ad campaign, which introduces the slogan 'Fresh choice for you'.
The first ad, which breaks this week, shows Van Outen taking her shopping trolley through the countryside and out to sea. Having found the source of various fresh foods she returns to see the supermarket's in-house butchers, fishmongers and bakers prepare the food. The ad is set to the Take That song Shine.
The execution, which supports Morrisons' freshness, service and value proposition, coincides with the retailer's introduction of a new-look logo, signage and packaging. It is also relaunching its website to provide information on multi-saves and food preparation advice.
The ad campaign was created by DLKW; Landor Associates redesigned the logo.
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