Morrisons has created two brand characters, "Match" and "More" (pictured) that will face a series of challenges in idents thoughout the seven-week series.
In-store activation kicks off today ahead of the show, which launches Saturday. The campaign will also comprise a themed digital content hub.
"Ant and Dec’s Saturday Night Takeaway averaged 7.6 million viewers per episode last year, making it one of the highest rated programmes on TV," said marketing and customer director, Nick Collard.
"It’s all about good old-fashioned, light-hearted entertainment that provides fun, lively viewing for the family to enjoy together.
He added: "We want to imbue our brand with those attributes and communicate that Morrisons will deliver a better Saturday night in than anyone else."
The supermarket will also dole out 96 million ‘Morrisons Match & More Millionaire’ game cards at checkouts, which give a prize of up to one million loyalty points.
The idents were produced by DLKW Lowe and in-store activation handled by Live & Breathe.
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