Olly Murs and his pregnant wife Amelia sweetly doted on their 16-month-old daughter Madison in new family snaps released on Sunday.

The pair have been announced as brand ambassadors of M&S’ Parent Hood club, which forms part of its Sparks loyalty scheme.

Singer Olly, 41, and fitness fanatic Amelia are parents to baby Madison and expecting the imminent arrival of their second child next month.

In family snaps to accompany the campaign they looked every inch the doting parents as they smiled at their adorable daughter. 

Olly, from Essex, mentioned that he and Amelia are eagerly anticipating the adventure of parenthood, embracing the chaos that comes with having two young children. He shared that he learned about the initiative from Amelia herself.

Amelia stated: ‘I’ve been attending the Parent Hood club at our local M&S café on Tuesday mornings to enjoy the free cake offer while catching up with friends and discussing the joys of early parenthood.’

Olly Murs and his pregnant wife Amelia sweetly doted on their 16-month-old daughter Madison in new family snaps released on Sunday

The pair have been announced as brand ambassadors of M&S’ Parent Hood club, which forms part of its Sparks loyalty scheme

The sleepless nights, the times you are leaving the house when you must do a U-turn for a nappy change, all the joys!’.

The complimentary cake offer is part of the Parent Hood community, which provides young parents an opportunity to connect with others in a similar life stage over a morning coffee paired with a slice of cake or a fruit pot.

Through the Sparks program, parents also receive a 10 percent discount on baby grows until their child turns two, along with other personalized offers during the year.

Amelia remarked: ‘We enjoy shopping as a family at M&S for both food and clothing, and I really appreciate the community atmosphere at the cafes every Tuesday—and, of course, the free cake!’ 

‘It gives you the chance to share your own experiences of parenting and sharing tips with each other.

‘You come away feeling that you’re not the only one finding it exhausting and sharing your views is so helpful for finding that peace of mind.’

Olly is excited about having more family time, acknowledging that being on tour when their daughter, affectionately called Madi, was an infant meant he couldn’t always be present for night-time diaper changes and feedings.

‘I’m going to be around much more this time, and I can’t wait for the challenges of having two under two! 

Singer Olly, 41, and fitness fanatic Amelia are parents to 16-month-old Madison and expecting the imminent arrival of their second child next month 

Last year, 48 hours after Amelia had given birth to their first child, the singer was back on tour with Take That 

‘Amelia is such a calming presence and takes it all in her stride – I’ve learnt so much from her about being more patience and taking your time when it comes to having little ones.’

Amelia and Olly announced their second pregnancy in April.

In an adorable black and white video, the family of three were seen walking through the park with Madison sat on her father’s shoulders.

She wore a denim jacket embossed with the words ‘BIG SIS’, while Amelia held a reel of snaps of the baby scan.

They penned in a caption: ‘We’re so egg-cited to share this..… Another Baby Murs on the way.’

Olly and his bodybuilder partner tied the knot in July 2023 and announced the arrival of their baby girl on April 17.

Just 48 hours after Amelia had given birth, the singer was back on tour supporting Take That.

The singer told the crowd at the time how he had been juggling nappies and late nights, but felt guilty he had been working away from home.

He said: ‘It’s been the most craziest time. Cos obviously on one hand I’ve got this beautiful baby girl, my wife is at home looking after her with the nappies, and the sleepless nights.

‘And I’m on tour with Take That. I feel guilty!’

Last month, Olly candidly confessed he broke down in tears after he was forced to leave her just two days after her birth.

He admitted to the emotional toll the decision had on him months after when he realised he had never got to know his daughter as a baby.

The famed couple announced their second pregnancy in April. In a black and white video, the family of three were seen walking through the park with Madison sat on her father’s shoulders 

Speaking with new dad Mark Wright on their Heart Breakfast show, Olly confessed: ‘It was really hard for me as I had to leave two days after the baby was born to go on tour with Take That.’

He explained: ‘I didn’t really process it at the time and a few months later me and Amelia were chatting and I just broke down in tears as I never got a chance to actually get to know this little baby.’

Supporting his pal amid his decision to leave his family for work commitments, Mark added: ‘But you were doing it all for her future.’

While touring with Take That, Olly raced home to Essex after gigs to spend time with Amelia and Madison.