The X-Factor judge, reality TV star and music industry icon has been unveiled as the new face of Asda.

She will front a series of national television adverts which will air from 17th February throughout the year.

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

The advertising reflects a new focus for Asda as it gets set to launch a wide range of initiatives designed to make life easier for mums over the coming months.

Sharon said: "I can remember taking my three kids to Asda in Watford and doing the weekly shop. They would always ask me if they could go for breakfast in the Asda café because Asda cooked it better than I did! It brings back memories for me when we didn’t have so much money and I really relate to all the other mums pushing their trolleys around the store."

Chris Pilling, Asda’s Marketing Director, said: "Sharon's a strong woman, a real-life mum and we believe our customers relate to her. They can see she really shares our view that everyone believes in the things mums stand for: caring, providing and coping."

Asda, which has 272 stores throughout Britain, has been part of the Wal-Mart family since 1999.