Morrisons has become the official shopping partner of Big Brother after signing a reported six-figure deal with Channel 5.
Weekly shopping tasks have taken place ever since Big Brother began, and food packaging seen in the house has been covered with white labels to obscure brand names.
However, shopping delivered to the store room will now arrive in Morrisons-branded bags and will be from Morrisons Own and/or Morrisons Value range of products.
Rebecca Singleton, marketing director of the supermarket chain, told Media Week: “With the housemates’ challenging weekly shopping budget, Morrisons offer a fantastic choice of options for them to be able to eat great food, whilst making the most of every important penny.”
Big Brother’s headline sponsor Henkel and Schwarzkopf already has hair and toiletry products placed in the house.
The new Morrisons deal is understood to be in place for both the regular series and Celebrity Big Brother which air this summer.