Morrisons staff take centre stage as supermarket ditches Ant and Dec

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Morrisons will launch its Christmas campaign tomorrow, the first since its contract with Ant and Dec came to an end.

The Bradford-based retailer will instead focus on staff and how they will be delivering a “magical Christmas.”

It debuts tomorrow on social media, with 3 x 30 second television commercials to follow. They will be supported by radio, print, direct mail and outdoor media. Social will be tagged with #makeitmagical.

There were major changes within the Morrisons senior management team in March, when David Potts took over from Dalton Philips as chief executive. Within a week, half of its management board were axed, including the group customer marketing and digital director.

Andy Atkinson, then the firm’s own brand and sourcing director, remains interim marketing director.

The campaign is the last to be created by DLKW Lowe. Morrisons put the £73m creative advertising account out to tender last month.