Morrisons has extended its brand endorsement partnership with Ant and Dec and announced it will continue to sponsor ITV’s Britain’s Got Talent and Ant & Dec’s Saturday Night Takeaway.

The deal is the first of its kind to combine talent endorsement with brand sponsorship and will see the TV duo continue its one-year-old relationship with the Yorkshire-based supermarket, which last week warned that full-year profits will be down after like-for-like sales sunk 5.6% over Christmas.

Brokered by MEC between Fremantle Media, Syco Entertainment, James Grant Media and ITV, the campaign will feature broadcast, mobile and online activity including bespoke in-store products, online video, mobile apps and social media.

Nick Collard, Morrisons group marketing and customer director, said: “Last year’s partnership proved hugely successful in helping us demonstrate Morrisons’ points of difference by owning the Saturday night food occasion. 2014 will see us build on that success with even more creative and innovative activity across all channels.”

Simon Daglish, ITV group commercial director, added: “Following the huge success of our partnership with Morrisons, we are delighted to announce the renewal of this innovative 360 degree campaign bringing together leading ITV talent with high profile sponsorships. We are extremely proud of the activity, which is a great example of what ITV can do for brands and customers with a truly interactive experience both on and off air.”

Last month, Morrisons announced it had begun the roll-out of its online grocery website.

Below is Ant and Dec’s Christmas 2013 advert for Morrisons: