Morrisons has launched its new Christmas campaign, featuring “Farmer Christmas” in the starring role.
The Big 4 grocer aims to highlight the importance of farmers over the holiday season and celebrate their contributions towards Christmas.
The 60 second advertisement premiered on ITV’s This Morning programme alongside appearances on The Great British Bake Off and Coronation Street this week.
The short film features farmers working with their “magic helpers” such as fishmongers, bakers, butchers and florists to prepare holiday season varieties.
It is scheduled to air across social media, digital, radio, and will also feature in-store activations and posters displaying Morrisons counter colleagues as “Famer Christmas’ magic helpers.”
The move follows the retailer’s decision to lower pork prices in a bid to assist struggling pig farmers and its five per cent discount for farmers to shop in-store.
It has also launched an initiative to “tackle loneliness within communities” through giving out 250,000 free Christmas cards for children to “spread messages of hope” over the Christmas season.
“[The] advert aims to celebrate and showcase all the hard work and dedication that goes on behind the scene to make the food for Christmas throughput the year,” Morrisons chief customer and marketing officer Rachel Eyre said.
Publicis Poke executive creative director Dave Monk added: “This ad pays tribute to everyone who makes Christmas happen, from the food makers in Morrisons stores to every kitchen hero up and down Britain.”