Morrisons has focused its seasonal TV ad around 'Farmer Christmas' as a tribute to the work farmers do to provide the nation's festive feasts.
The 60-second TV ad, created with Publicis•Poke, tells a tale about Farmer Christmas who works “all year too” in order to deliver a delicious Christmas feast to tables across the country.
As British farming’s biggest single customer, Morrisons said it has chosen to hero farmers in its advert as a way of thanking them for all the work they do to help make Christmas so special. It is also shining the spotlight on its own staff, as well as showcasing the foodmakers in its stores and manufacturing sites who make much of the fresh food it sells.
North Pole Farm
The ad follows a group of friends as they explore North Pole Farm, where the festive food is grown, before spotting Farmer Christmas’ version of a sleigh and the ‘reindeers’ he needs to transport everything. They then sneak a look into his workshops where ‘magic helpers’ including butchers, bakers, fishmongers and florists are helping to prepare delicious treats such as freshly made panettones.
At the end of their journey, the friends excitedly declare that “he’s been” as they spot a table full of food and sit down to enjoy the Christmas meal with their family and share their new secret.
Free cards for children
As part of the Christmas campaign and to help tackle loneliness within communities, Morrisons is also giving away over a quarter of a million free Christmas cards for children to spread messages of hope during the festive season. Its Community Champions will be working in partnership with local groups and primary schools to deliver the cards for children to write messages on and colour in.
The children can post their cards to grandparents, neighbours and friends who they may not have seen recently due to the pandemic, or give them back to Morrisons to distribute to care homes or self-isolating customers using our Doorstep Delivery service.
Rachel Eyre, Morrisons' chief customer and marketing officer,said: “Told through the eyes of children, our advert reveals the ‘secret’ of the other star of Christmas - not Father Christmas but Farmer Christmas.
'It aims to celebrate and showcase all the hard work, skill and dedication that goes on behind the scenes to grow and make the food for Christmas throughout the year. From all the British farmers and growers we work with directly, to our 105,000 colleagues who are delivering, stocking, making and preparing fresh festive food, to bring our customers a Christmas feast for their table”.