Morrisons Christmas Advert 2025

Morrisons’ 2025 Christmas spot shows the hard work its colleagues and suppliers do throughout the year in preparation for the festive period. “Making more of Christmas” by Leo UK opens with a farmer working in the sun and shouting “Merry Christmas” to a passer-by. It then shows a baker who has decked out his bakery with festive lighting, going as far as making a Christmas tree out of a Morrisons sack. The 90-second work continues to show a range of people preparing for the festive season across the year, including at a smokehouse with a Christmas tree outside it, on a fishing boat covered in fairy lights and a man who has covered his tractor in festive decor at Halloween. A voiceover explains: “At Morrisons, we’ve been growing, making, baking and crafting for your Christmas all year round.” At the end, a family’s evening is interrupted by the doorbell and a silhouette of what looks like Santa. When they open the door, they realise it’s their food delivery driver in a hat akin to one that Father Christmas wears. A new recording of Jona Lewie’s Stop the Cavalry plays over the spot. The campaign has been created by Helen Rogerson and Owen Hunter Jenkins. It was directed by Aaron Stoller through Biscuit Filmworks. The work breaks at 7.40am today (Tuesday 4 December) during Good Morning Britain on ITV. It will run across TV, cinema, digital, social, radio, print and outdoor. Media planning and buying has been handled by Wavemaker. Alex Rogerson, marketing director at Morrisons, told Campaign that the brief to Leo UK was to communicate what sets the retailer apart from its competition such as having its own food making factories and in-store food production which he explains is “unique” in the UK. He said: “It was really important to us that that strategy was delivered through our Christmas work as well as being entertaining.” The work moves on from the brand’s two previous Christmas ads, which have centred on singing oven gloves. Mark Elwood, chief creative officer at Leo UK, explained that the focus is now on quality. Incorporating LHF regulations Rogerson added that the team took the upcoming less healthy food regulations as “a fantastic opportunity”. He said: “When your central brand positioning is all about fresh food, then it kind of plays to our strengths, which is what ultimately gave birth to the brief. “We want to talk about the origin story of our fresh food, which is our food makers, our growers, our closeness to source. So, we took LHF as the springboard to deliver this story. “The storytelling's really important for us as a brand and so whilst it's a challenge and it represents media channel challenges and of course our customers still want to enjoy themselves and still want to indulge Christmas, but really this allows us to lean into the central plank of what makes the brand unique, which is fresh food and great sourcing.” Elwood pointed out the Christmas tables filled with food that were traditionally seen in a supermarket spot. He explained that this “warm moment” had to be replicated in some way in this year’s work. He said that there is no point in creating an ad that can be shown only after the 9pm watershed. Morrisons will be running food-specific ads after this time in line with the LHF restrictions. Rogerson added: “We can run ads talking about great value at any time, unrestricted, because the core fundamentals are fresh fruit and veg and produce and the reasons why people shop with Morrisons are still going to be relevant all the time. “But of course, people want to buy advent calendars and confectionery and mince pies and all of those things so we will, of course, talk about those at the appropriate times, but the fundamental reason why customers shop at Morrisons is fresh food and that doesn't really have any restrictions on it.”