Morrisons has launched its "M Kitchen" range of meals with a new advertising campaign created by DLKW Lowe.
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.