Morrisons has unveiled its 2025 Christmas advert, celebrating the farmers, bakers and colleagues behind the supermarket’s festive favourites.

The 90-second film, titled “Making More of Christmas,” premiered on ITV’s Good Morning Britain on Tuesday (4 November).

Directed by Aaron Stoller and created by Leo Burnett UK, the advert follows the people who work year-round to bring Morrisons’ Christmas range to life, from its bakers and fishmongers to its farmers and delivery drivers.

It highlights the retailer’s vertically integrated supply chain, showcasing its own bakeries, fisheries and manufacturing sites.

The advert concludes with a Morrisons delivery driver arriving at a customer’s home, accompanied by the message: “At Morrisons, we’ve been growing, making, baking and crafting all year long.”

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Matt McLellan, Morrisons’ group customer, data and marketing director, said the campaign “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,” he added.

Shorter 60- and 20-second versions of the ad will run across TV, cinema, print, social media and outdoor channels throughout November and December.

Morrisons advert follows the release of Christmas adverts from John Lewis, which focuses on a father-son relationship and Argos, which brings back its popular mascots Connie and Trevor.