As part of the deal, Big Brother housemates will be able to buy groceries from Morrisons, with it arriving in branded shopping bags. Own-brand food will also have its packaging visible.

 

Commenting on the deal, Morrisons” marketing director, Rebecca Singleton, said: “With the housemates” challenging shopping budget, Morrisons offers a fantastic choice of options for them to be able to eat great food, whilst making the most of every important penny.”

 

The deal was negotiated by media agency MEC Access. Chantal Rickards, head of programming and branded content at the agency, said: “Being the first-ever supermarket retailer to use product placement is a great opportunity for the brand to get fantastic exposure for its own products in front of a targeted audience.”