Morrisons is bringing back Farmer Christmas for a second year to spearhead its Christmas TV advertising campaign.

The retailer said the character was well received by customers last year, leading it to continue his arc.

The character is set to highlight the ”great quality and value of Morrisons’ festive range”, with his ‘seal of approval’ the common thread throughout.

It will also feature Morrisons staff as ‘real life elves’ who help make more than half the fresh food Morrisons sells. 

Read more: Why Farmer Christmas is the new fmcg heart-throb

Farmer Christmas introduces a Morrisons baker creating puff pastry mince pies, a fishmonger showing off smoked Scottish salmon, and a butcher’s traditionally glazed gammon joint.

The character will also speak for the first time, revealing a Welsh accent.

“We know that customers are having to manage their budgets closely at the moment but they have told us they don’t want to compromise on the Christmas meal,” said Rachel Eyre, Morrisons’ chief customer and marketing officer.

“We’ve brought Farmer Christmas back this year to show them the food and great prices that, thanks to Morrisons foodmakers and farmers, will be available throughout the festive period, all stamped with his seal of approval.”