Morrison’s has launched a new ad campaign on the ‘Let’s Celebrate’ theme, designed to key into the wave of upcoming red letter days and bank holidays.

Cricket legend Freddie Flintoff stars in Morrisons' new ad

The campaign, featuring England cricketing legend Freddie Flintoff and school children, was launched on ITV last night and will run for five weeks covering Mothers’ Day, Easter and the Royal Wedding.

In the ads Flintoff and the school children attempting to “raise the mood of the nation”, said a Morrisons spokesman, by encouraging people to enjoy the celebrations with  “great food prepared fresh in store”.

The theme will be backed up in-store with bespoke signage and bunting in Market Street sections and cross aisle.

The campaign, created by DLKW Lowe, will run until May 1.