Morrisons is continuing its marketing strategy of focusing on its colleagues and the products it makes fresh in-store in its Christmas push.
Morrisons is telling the story of how three families prepare for their perfect Christmas and the role its in-store colleagues play in “making Christmas” as part of its festive push.
The first ad, which aired on TV 8 November, shows a family writing letters to Santa, listing what they want this Christmas. The mother, who tells her son she’s asked for “loads”, is then able to find everything she needs at Morrisons. In one scene, for example, a Morrisons cake specialist freshly pipes the topping on a gateau, while in another one of its butchers prepares a turkey with all the trimmings.
Agency: Publicis London
Release: November 2017
A second advert features Morrisons bakers putting the finishing touches to freshly baked mince pies so they can be enjoyed by carol singers.
And in the third, a boy urges his little sister to “go on” in a number of festive scenarios – including feeding a reindeer, putting a star at the top of the Christmas tree and appearing in a nativity play. He then urges her to tuck into a cake, which is from Morrisons’ ‘free from’ range and means she can eat it.
Andy Atkinson, Morrisons group customer and marketing director, says: “The real stars of our adverts are always our colleagues – the food makers and shopkeepers who make Christmas for so many families as they all prepare for the festive season.
“We’re sharing how our bakers hand-prepare mince pies, our cake shop specialists finish a gateau or how our butchers serve turkeys so customers can see the care we put into our fresh food.”