There is nothing, it seems, like a well-chosen celebrity to bring a touch of glamour and desirability to something you want to sell. For years, Morrisons had laboured in the South of England, held back by its northern roots and Yorkshire image, then suddenly there was Lulu pushing a trolley through Tunbridge Wells and all was right with the world. If it's good enough for Lulu, said the Smiths of Surbiton, then it's good enough for us.

The campaign may have lacked an iconic gorilla or hundreds of brightly coloured clay bunnies, but there can be no denying that it worked. First came Denise van Outen, then six other famous names, Lulu and Alan Hansen among them, plugging Morrisons, going head to head with the Spice Girls' adventures in Tesco. Morrisons spent £18.3 million on television and newspaper ads in the two months before Christmas. Yet Tesco spent more, £18.6 million.

The adverts were the brainchild of Richard Warren and Paul Hancock at Delaney Lund Knox Warren (DLKW), the agency hired in 2006 to transform the group's image.

Mark Lund, DLKW chief executive, said: “When we first met Morrisons and walked round their stores we were amazed at how much fresh food there was and how much was prepared in store ... There was just a great story to be told.” He added that the idea of Morrisons using celebrities for the first time chimed with the supermarket's wish to break with the past. “We tried to pick people that didn't come from Morrisons' heartland and were all known as being outspoken and wanting quality. Denise had just come back to the UK, so again, she was perfect for this idea of a new beginning.”

Times Recommends

• Minister in talks with Saudis to protect creditors
• Premier Inn hits back in £29-a-room row
• Bankers hit back at 'populist' bonus supertax