The activity kicked off with a 60-second TV spot starring the former England cricketer Andrew "Freddie" Flintoff and his wife, Rachael, which aired during The X Factor on Saturday last week.

The ad depicts Flintoff transported to the Morrisons development kitchen, where he finds four chefs – Aldo Zilli, Atul Kochhar, Pierre Koffman and Nigel Haworth – preparing their signature dishes, all of which now form part of the new M Kitchen range.

It was created by Tom Hudson and Lee Goulding, and directed by Jonny Campbell through Mustard Films. The campaign also ?includes press and outdoor executions.

This article was first published on Campaign Work

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