Nelson worker stars in Morrisons TV advert

In the mini-adverts, Keith can be seen in front of a Britain’s Got Talent-style judging panel making up a colourful fresh produce display, before being awarded top marks. The advert will be shown on Saturday nights for the remainder of the series.

The collection - which are shown at the start and finish of advertising breaks - each feature a different Morrisons store colleague. They form part of the supermarket’s advertising campaign which will run throughout 2013 to showcase its traditional skills – the butchers, bakers and fishmongers – that set it apart from the rest of the UK’s supermarkets.

Keith said: “We don’t just keep the fresh produce displays looking nice – we’re actually trained in product knowledge so that we can give customers tips and recipe ideas suggesting what to do with some of the more unusual fruit and veg on display. Working in store is just like in the advert, although I produce displays in front of Morrisons customers who are a much more intimidating judging panel!

“It was great to be chosen to star in a national TV campaign, especially one that was so much fun to film. We work hard to be the best at what we do and it’s great to show off our skills to millions of people.”

Morrisons deal with FremantleMedia, Syco and ITV, sees it sponsor ITV’s flagship Saturday night hit shows Britain’s Got Talent and Ant and Dec’s Saturday Night Takeaway as well as major. Morrisons chief executive Dalton Philips said: “We have more than 5,000 trained butchers, bakers and fishmongers. We want to shout about it.”