Morrisons has unveiled its 2025 Christmas advert, spotlighting the farmers, bakers and colleagues behind the supermarket’s festive favourites, in a campaign that positions Christmas as “a year in the making.”

The supermarket chain’s 90-second film, titled Making More of Christmas, aired for the first time on ITV’s Good Morning Britain today (4 November).

Soundtracked by Jona Lewie’s Stop the Cavalry, it follows the people behind Morrisons’ food business as they prepare for the festive season through the year,  from farmers in midsummer fields to bakers lighting up their shops long before December.

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Directed by award-winning commercial filmmaker Aaron Stoller and created by Leo Burnett UK, the ad showcases the supermarket’s vertically integrated food model, showcasing its own bakeries, fisheries and manufacturing sites.

It closes with a Morrisons delivery driver arriving at a customer’s door and the message: “At Morrisons, we’ve been growing, making, baking and crafting all year long.”

The campaign aims to champion Morrisons’ focus on quality fresh food and British sourcing, with shorter 60- and 20-second edits set to run across TV, cinema, social, print and outdoor throughout November and December.

Morrisons group customer, data and marketing director Matt McLellan said the advert “tells the story of how our festive fayre appears on shelves and the care and attention that goes into making it.”

“At Morrisons, our unique capabilities in fresh food mean we’ve been helping to make more of Christmas all year by growing, picking, baking, proving, prepping and planning to support our customers as the big day draws near.”