Morrisons has axed former England cricket star Andrew Flintoff from its advertising campaign this Christmas.
The new festive advert will be focused on mums and is a departure from previous campaigns which have starred Flintoff, who began working with the grocer in March 2011.
It is unclear whether Flintoff will continue to work with Morrisons after Christmas.
The shift comes after Iceland revealed last week that it has ended its partnership with X Factor star Stacey Solomon and will focus its Christmas advert on showcasing its party food products.
Morrisons today revealed the next wave of retailers it is tying up for its Fuel Saver deal. The grocer has tied up with Waterstones, Oasis, TK Maxx and Warehouse who join 34 other retailers including Toys R Us, Debenhams and JD Sport.
Under the scheme, shoppers buy gift cards for other retailers and restaurants in Morrisons and receive a voucher which entitles them to money off fuel.