Morrisons is attempting to increase interest in its Match & More loyalty scheme by sponsoring Ant & Dec’s Saturday Night Takeaway.
The Bradford-based retailer has created two characters, “Match” and “More” that will face a series of challenges in idents across the seven-week series.
In-store activation starts today ahead of the new series, which starts on Saturday, and there will also be a themed digital content hub.
Marketing and customer director Nick Collard said: “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.
“It’s all about good old-fashioned, light-hearted entertainment that provides fun, lively viewing for the family to enjoy together.”
Morrisons launched the scheme in November but it didn’t go down well with rival Aldi, who subsequently made an official complaint to the Advertising Standards Authority.