Morrisons signs up Ant & Dec for new advertising campaign The new campaign marks a change of direction for Morrisons ahead of what is expected to be a disappointing Christmas trading update on Monday. City analysts have forecast that the company will report a fall in like-for-like sales of up to 2.8pc for the six weeks to January 1, which would make it the worst-performing major British supermarket and could prompt a profits warning. Mr Philips said: "No other supermarket makes food in store in the traditional way that we do at Morrisons. We have more than five thousand trained butchers, bakers and fishmongers and we want to shout about it. This deal puts us in the homes of millions of potential new Morrisons customers every Saturday night and gives us the opportunity to showcase the talent that shoppers won't see in any other supermarket.