Morrisons has ditched the traditional big budget Christmas brand campaign in favour of a film putting the spotlight on its staff’s battle against food waste.
The supermarket, which in the past has featured the likes of Ant and Dec in its campaigns, has advertised its The Best party food lineup on television, but dispensed with a traditional festive campaign.
The food waste film is available on all Morrisons online channels from today and features Pam Abbott and Bev Kelly, Community Champions from the Wakefield store.
It follows the workers as they take mince pies and loose carrots to a street kitchen in Wakefield as part of the supermarket’s efforts to reduce food waste and help local communities.
Abbott and Kelly came up with the idea for the film, as well as writing, directing and appearing in it.
It aims to demonstrate how every day in every Morrisons store and distribution facility across the UK, the supermarket donates unsold food that is good enough to eat. It also highlights that over the past three years, the supermarket has given away over five million products.
In a statement to go with the film, Abbott and Kelly said: “Every day Morrisons Community Champions up and down the country work to help their local neighbourhoods. We thought this film would help to show our year-round food donations. We also hoped to remind people that Christmas is a time for kindness and giving - especially to those who are struggling most.”
Anna Howard, who runs Wakefield Street Kitchen, said: “I love feeding people. I try to feed everyone no matter what and until the food is gone everyone gets fed. So having the donations throughout the year - and not just at Christmas - helps us to keep going.”