UK supermarket group Asda has unveiled Sharon Osbourne, reality TV star and wife and manager of rocker Ozzy, as the face of its new advertisement campaign.

Asda, a subsidiary of US retail titan Wal-Mart, said the mother-of-three has been chosen to front a series of national television adverts that will air from 17 February throughout the year.

“The theme of the new advertising campaign will be Mums. Sharon will be appearing with a number of Asda’s real-life ‘Mums in a Million’ who, like her, will talk about what it’s like to be a modern parent and how Asda is helping make life a little easier,” the retailer said.