Morrisons has launched its 2025 Christmas campaign with a 90-second TV advert celebrating the farmers, bakers and food makers behind its festive range.
With new restrictions on advertising HFSS products, retailers have been forced to rethink how they showcase festive ranges. Rather than focusing on festive food imagery, Morrisons has crafted a people-led story that underlines the skill, care and year-round work behind its fresh food.
The film, Making More of Christmas, follows colleagues across the seasons as they prepare for the big day. It highlights Morrisons’ vertically integrated model – sourcing directly from farms, producing in its own factories and finishing food in-store – to underscore its commitment to responsible sourcing.
The advert opens in midsummer, with a farmer cheerfully wishing “Merry Christmas” to a dog walker, before cutting to a Morrisons bakery decked in fairy lights. The story then moves through the seasons, showing a fisherman’s boat glowing with Christmas lights in the sunshine and a light-covered tractor delighting Halloween trick-or-treaters.
It ends with Father Christmas being revealed as a Morrisons delivery driver, closing on the line: “At Morrisons, we’ve been growing, making, baking and crafting all year long,” followed by the supermarket’s slogan: “More reasons to shop at Morrisons.”
“Our Christmas advert tells the story of how our festive fare appears on shelves and the care and attention our colleagues and food makers put into making it,” said Matt McLellan, Morrisons group customer, data and marketing director.
Morrisons’ food-first approach contrasts with the rival campaigns which have already been released this year. Asda has leaned on price and the cost of living message with its Dr Seuss-inspired Grinch spot, while Sainsbury’s has revived the BFG to evoke nostalgia and family warmth. By focusing on its supply chain and colleagues, Morrisons is spotlighing its food production credentials amid rising scrutiny on sourcing, pricing and HFSS rules.
The campaign, created by Leo Burnett UK and directed by Aaron Stoller (who is best known for his high-profile Super Bowl campaigns), is set to a new recording of Jona Lewie’s Stop the Cavalry.
“The quality and commitment that goes into every ingredient is a true labour of love,” said Mark Elwood, chief creative officer at Leo Burnett UK. “Morrisons’ food makers have been crafting all year so customers can make more of their Christmas.”
The ad will first air at 7:40am today (4 November) during Good Morning Britain, with 20-second and 60-second versions to follow across TV, cinema, digital, social, print and outdoor channels throughout November and December.
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