Morrisons is giving away ‘Brussels sprouts design’ wrapping paper in select publications next week.

Women’s weeklies, monthlies and weekend supplements will carry the glossy wrapping paper and gift tags, with seven different designs plugging the Morrisons range in the build-up to Christmas.

“Our festive wrapping paper campaign is a unique way of showcasing our strong fresh food credentials across those key Christmas staples - such as our turkey or our panettone,” said corporate brand strategy and communications director Mike Hoban.

The designs focus on M Signature British bronze turkey, M Signature top side of traditional British beef, M Signature deep filled mince pies, carrots, Brussels sprouts, chocolate chip panettone and stollen.

The supermarket will reveal the titles carrying the wrapping paper next week.