City butcher gets top marks during Britain’s Got Talent

editorial image

A city butcher in Morrisons’ Westcroft store has been featured in an advertising campaign in the middle of Britain’s Got Talent.

Kevin Essex, can be seen in front of a Britain’s Got Talent style judging panel showing off his talent in making burgers from scratch, before being awarded top marks. The advert will be shown on Saturday nights for the remainder of the series.

The collection of mini-adverts - 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.Kevin said: “Not everyone realises just how much of what we sell is prepared in-store – I use my training and knowledge of butchery on a daily basis, whether it’s advising customers or making burgers from scratch, it’s just like in the advert, although I do it in front of a much more important judging panel – Morrisons customers.

“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.”

Dalton Philips, chief executive of Morrisons, said: “No other supermarket makes food in store in the traditional way that we do at Morrisons. We have more than five thousand trained butchers, bakers and fishmongers and we want to shout about it.”