Overview

• On July 17 the presenting duo formally joined The Northern Dough Co and released a tongue-in-cheek promotional video filmed in their boxer shorts
• The Northern Dough Co was founded by Amy and Chris Cheadle to supply high-quality frozen pizza and brioche dough to major UK supermarket chains
• Ant McPartlin said he had been using the dough at home with his family and that shared values drove their decision to partner
• The campaign stunt is designed to demonstrate that restaurant-quality meals can be prepared affordably at home without needing to dress up
• Ant and Dec plan to work with the Cheadles to introduce new dough varieties and expand the brand’s supermarket distribution