Morrisons has unveiled its 2026 Christmas advert, putting a modern twist on Goldilocks and the Three Bears to celebrate the personal touches that make the festive season special.

The supermarket’s 90-second campaign, titled ‘Christmas Made Just Right’, will debut on ITV, Channel 4, Five and Sky TV today at 9.15pm.

The advert follows Mummy and Daddy Bear as they prepare to welcome their grown-up son and his new girlfriend home for Christmas.

Daddy Bear visits Morrisons Market Street, where the supermarket’s skilled bakers, butchers, fishmongers and deli colleagues help him prepare the family’s festive feast, including an enormous salmon.

Meanwhile, Mummy Bear attempts to get the family home ready, with a few mishaps along the way.

When Baby Bear finally arrives, his girlfriend is revealed to be Goldilocks, who discovers a warm and welcoming Christmas celebration complete with a wonky tree, mismatched decorations and a carefully prepared festive spread.

The campaign aims to showcase Morrisons’ ‘fresh food expertise and its ability to cater to different tastes and family traditions’.

Morrisons marketing and advertising director Beverley Lumb said: “Everyone has their own idea of what makes Christmas ‘just right’ alongside their own family traditions that make the day feel truly magical.

“As Christmas comes in all shapes and sizes, we pride ourselves on delivering good, honest value, ensuring every piece of festive fare is crafted with the thought, care and quality for everyone gathered around your table.”

The advert was created by Leo UK and directed by Nick Ball, whose previous work includes campaigns for Tesco, Ikea and Uber Eats.

The Three Bears are brought to life using animatronics, with each character given their own distinct personality.

Alongside the TV campaign, Morrisons is launching a series of social media activations, including a Baby Bear takeover, teaser content across Instagram and TikTok, and a special Gogglebox partnership featuring the show’s stars reacting to the advert.

The supermarket is also releasing an exclusive cuddly bear toy, with 50p from every sale donated to Marie Curie.

Leo UK chief creative officer Andrew Long said: “Goldilocks and the Three Bears is a story generations know, but people experience stories very differently today.

“So we’ve built the campaign to work in different ways too: our Christmas TV spot tells the parents’ story, while our social takeover gives Baby Bear his own voice.”

Sign up here to get the latest grocery and food news each morning