Morrisons has launched a Grand Slam Doughnut which is made with a British strawberries and cream filling to celebrate the Wimbledon tennis tournament.

The supermarket is also rolling out a major OOH campaign which will run in Wimbledon as part of a live Piazza activation and across London.

The marketing activity aims to highlight the craft and skill of Morrisons bakers while capitalising on the cultural relevance of Wimbledon to bring traction to the supermarket.

The OOH campaign shows the Grand Slam Doughnut served into the sky by a Morrisons Market Street master baker with a line written “Our bakers have mastered the perfect serve.”

There will also be a live activation outside Morrisons in Wimbledon Piazza on 7 July, The Bakers Championships, where fans will be invited to compete against Morrisons bakery experts in a strawberries and cream doughnut time trial.

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Any member of the public who manages to beat the baker will win a £20 Morrisons voucher, and everyone participating will get to keep their own doughnut.

Additionally, OOH advertising vans will transport the campaign directly to Wimbledon, which will be driving near the grounds with copy reacting to the matches in real time.

Beverley Lumb, advertising, social, digital and POS Director at Morrisons, said: “Nothing says a proper British summer quite like Wimbledon, strawberries and cream, and a delicious bakery treat.

“Our very own bakers freshly prepare these doughnuts in store every day using fresh cream and strawberries, making them the perfect summer indulgence for customers. We can’t wait for Wimbledon fans to get their hands on them”