Morrisons marked the latest round of its Price Crunch strategy with a new TV advert this week.

The ad, which first aired on TV and Morrisons’ Facebook page on Monday, features staff and customers celebrating the retailer’s price reductions while singing and dancing along to Elvis Presley’s Way Down.

Morrisons’ latest crunch is focused on meat, seafood and fruit & veg, and the retailer said this week that many of the products featured in previous promotions had remained at their lower level for more than a year.

Latest cuts include 300g chicken breast fillets down from £2.48 to £2.24, a two-pack of Little Gem lettuce down to 50p from 82p, and a pack of baking potatoes reduced from £1 to 50p.

“In this advert we use our talented colleagues to show the direction of the prices we’re crunching,” said Morrisons group customer and ­marketing director Andy Atkinson.

“The prices of products that customers rely on most are going way down.”

There are 23 actual Morrisons employees who star in the advert. Recorded in 1976, Way Down was the last single to be released by Presley.

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