Grocery retailer Morrisons is bringing back Farmer Christmas for the second year as part of its Christmas campaign.

The centrepiece of the campaign is a 60-second TV ad, created with Publicis.Poke, showcasing the other hero of Christmas, as Morrisons illustrates the work British farmers do to help make Christmas so special. The wider campaign will run across radio, press, digital display, social and out of home. The ad is the first in a series of 10 Christmas TV ads showcasing Morrisons fresh food and festive deals to tie in with the World Cup as well as the Christmas period. 

While the ad kicks off the festive season in Morrisons, some Christmas products have been on the shelves since mid-September to help customers spread the cost of this year’s festivities. Other recent activities that have been introduced to help customers with the cost of living include cutting and then freezing the prices of 150 of the most popular products; the introduction of exclusive offers to My Morrisons members; and the continuation of the Kids Eat Free All Day initiative in Morrisons cafés. 

In the coming days, Morrisons Christmas Collector scheme will go live for eligible My Morrisons members, offering them a money-off voucher to spend at Christmas if they meet the criteria and shop in the relevant weeks.  

“We know that customers are having to manage their budgets closely at the moment, but they have told us they don’t want to compromise on the Christmas meal,” said Rachel Eyre, Morrisons Chief Customer and Marketing Officer. “We’ve brought Farmer Christmas back this year to show them the food and great prices that, thanks to Morrisons foodmakers and farmers, will be available throughout the festive period, all stamped with his seal of approval.”

The ad launched on TV during Good Morning Britain yesterday and will be followed by network TV spots in Coronation Street, Bake Off, I’m a Celebrity and Goggle Box. It will also be shown in cinemas throughout the festive period.