Morrisons Unwraps the Magic of Christmas with Heartfelt New Ad

Morrisons unveils its enchanting new Christmas campaign with a 90-second television spot that pays tribute to the unsung heroes behind Britain’s festive feasts — the farmers, bakers, fishers, and food makers who bring joy to tables across the country.

Titled “Making More of Christmas”, the advert offers a behind-the-scenes glimpse into Morrisons’ fresh food story — from its own production sites and farm-direct sourcing to the skilled hands crafting meals in-store. It’s a celebration of the dedication and care that goes into preparing for the holidays, long before the first mince pie hits the shelf.

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The film opens with a whimsical summer scene: a farmer joyfully calls out “Merry Christmas!” to a puzzled passerby, setting the tone for a journey through the calendar. Viewers are then whisked across the UK, witnessing festive touches in unexpected places — a bakery twinkling with fairy lights in August, a fisherman’s boat shimmering in the sun, and a tractor dazzling trick-or-treaters with Christmas cheer on Halloween.

As the seasons shift, the advert builds toward a heartwarming finale. A silhouette of Santa appears at a doorstep — only to reveal a Morrisons delivery driver, arms full of festive groceries. The closing message: “At Morrisons, we’ve been growing, making, baking and crafting all year long.”

Premiering at 7:40am on Good Morning Britain, the campaign continues Morrisons’ commitment to showcasing fresh, high-quality food and the people who make it possible. It wraps up with the beloved tagline: “More reasons to shop at Morrisons” — a nod to the brand’s enduring promise of seasonal produce, local sourcing, and community care.

Matt McLellan, Morrisons Group Customer, Data & Marketing Director, said: “Our Christmas advert tells the story of how our festive fayre, such as our award-winning mince pies or delicious smoked salmon, appears on our shelves and the care and attention that our colleagues and food makers put into making them.  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.”

Mark Elwood, Chief Creative Officer at Leo Burnett UK, added: “The quality and commitment that goes into every ingredient of Morrisons Christmas food is a true labour of love. They’ve been growing, harvesting, smoking, maturing, crafting and creating all year long, so you can make more of your Christmas.”

As Morrisons shines a spotlight on the year-round efforts of its food makers, other retailers are also unveiling their festive flair. Asda adds a playful sparkle to the season with a Grinch campaign full of cheeky surprises, while Aldi rekindles the magic with the return of Kevin the Carrot, starring in a whimsical story brimming with warmth, humour, and seasonal cheer.