Morrisons butcher gets a meaty TV role with Ant and Dec

A Yorkshire butcher is playing a starring role in a television campaign to promote a homegrown supermarket chain.

Morrisons' butcher Antony Ward with Ant and Dec
Morrisons' butcher Antony Ward with Ant and Dec

Knottingley Morrisons’ in-store butcher, Antony Ward appears alongside Geordie duo Ant and Dec, (aka Anthony McPartlin and Declan Donnelly), in the Bradford-born supermarket’s new advertising campaign.

Mr Ward is seen demonstrating his butchery expertise to the celebrity pair and the viewing nation as part of a series of new advertisements.

A Morrisons’ employee for over a decade and a butcher since he was 17 years old, the Academy-trained butcher has been thrust into the spotlight with the new advert.

He is more than a match for the boys’ banter and can be seen guiding the celebrity entertainers through the real journey of the meat bought by customers from his counter.

Viewers will watch Mr Ward introducing Ant and Dec to some traditional British breeds of cattle before they are seen helping him behind his counter.

Mr Ward said: “I hope it will inspire shoppers to approach the counter and try different cuts of meat.

“It’s my job, along with other Morrisons’ butchers, to introduce customers to new cuts and different flavours. We’re also here to help prepare the meat just the way our customers like it. My personal favourite is our traditional British breeds beef range. I just don’t think 
anything can beat a home-cooked roast beef with Yorkshire puddings.”

Morrisons has been recruiting skilled workers from across its 487 stores to become part of the ongoing campaign, including butchers, bakers, cheese mongers and fishmongers.

Mr McPartlin and Mr Donnelly said: “We really do have the utmost respect for the staff who worked with us and the years of training that goes in.”

Belinda Youngs, corporate brand marketing director of Morrisons, said: “It really is time for our in-store specialists to shine on national TV alongside our celebrity stars, Ant and Dec. These adverts showcase more of what matters, our skilled counter staff providing shoppers the best service, fresh products and great Morrisons’ value. The new ads really celebrate the thousands of talented people in our stores, like Antony and ensure the nation (and Ant and Dec) now know the reasons why Morrisons is the supermarket where fresh food and expertise matter more.”