Morley Morrisons worker in Ant and Dec ad campaign

Cheesemonger Liz Musgrave  who is staring in a mini advert for Morrisons. (d601a310)

Cheesemonger Liz Musgrave who is staring in a mini advert for Morrisons. (d601a310)

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Are you one of the millions of viewers who tunes into ITV on a Saturday night to watch favourites Ant and Dec?

If so, you might recognise this lady.

Liz Musgrave as she appears in the Morrisons advert during Ant and Dec's Saturday Night Takeaway.

Liz Musgrave as she appears in the Morrisons advert during Ant and Dec's Saturday Night Takeaway.

Liz Musgrave, a cheesemonger in the Morrisons store in Morley, has become the star of the supermarket’s latest advertising campaign as part of the supermarket’s sponsorship of Ant & Dec’s Saturday Night Takeaway.

In the mini-adverts, Liz can be seen showing off her cheese knowledge, matching up cheeses to the region where they’re made on a blank map. The advert will be shown every Saturday night for the next four weeks.

The series of mini-adverts each feature a different Morrisons store colleague and form part of the supermarket’s advertising campaign which will run throughout 2013 to showcase its traditional skills – the butchers, bakers and fishmongers – that set it apart from the rest of the UK’s supermarkets.

Liz said: “Not everyone realises just how much of what we sell is prepared in-store. What I’m doing in the advert is just like what I do every day but instead of matching the cheese to the region, I match the cheese to the customer in terms of strength and taste.

“It was great to be chosen to star in a national TV campaign, especially one that was so much fun to film. We work hard to be the best at what we do and it’s great to show off our skills to millions of people.”

Morrisons deal with ITV, sees it sponsor ITV’s flagship Saturday night hit shows Britain’s Got Talent and Ant & Dec’s Saturday Night Takeaway as well as a major advertising and brand campaign fronted by the nation’s favourite TV duo.

Dalton Philips, Chief Executive of Morrisons, 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.”