Wood to front supermarket ad

The 53-year-old comic will be the first of several comedy celebrtities signed up to advertise the store on TV.

The ads will be shot in documentary style, with Wood’s showing her at working in an in-store bakery bakery.

She spent two days working at Asda in Boldon, Newcastle, alongside its full time team of bakers.

Paul Whitehouse has been tipped as one of the other comics set to be signed up for the campaign, replacing Sharon Osbourne.

A spokesman for the retailer said: ‘We are not having one personality as the new face of Asda, but we are talking to a number of people to appear in ads which are being filmed in a fly-on-the-wall-style.

‘We do think it is patronising to get celebrities to tell our customers what to buy. We are going to get a whole series of people known for their common sense approach and we will let customers experience Asda through them. This is not about endorsement.

‘Victoria Wood has already been filmed over a couple of days working in one of our in-store bakeries in the North East. It's totally unscripted, so we are sure she will bring some humour to the ads.

‘When other personalities are signed up, we will announce their names.’

Published: 19 Mar 2007