The show will first air on 17 July, run for six weeks, and culminate with a fundraising extravaganza for Save the Children, which Morrisons is supporting this year.
Among the celebrities the audience will vote on are comedian Jason Manford, presenter Ruth Langsford, and actor and film director Nick Moran.
The children-and-celebrity angle of the show resembles Morrisons' recent ads, which have paired former cricketer Andrew 'Freddie' Flintoff with a band of kids.
The sponsorship package, negotiated by ITV Commercial and MEC Access on behalf of Morrisons, includes online, mobile and licensing elements.
The show will be hosted by Natasha Kaplinsky and the judging panel will include Denise van Outen and Jason Gardiner.
Richard Hodgson, group commercial director of the supermarket, said: "Save the Children undertakes vital, lifesaving work, so we're delighted to help them reach the widest possible audience and raise essential funds."