Morrisons has launched its 2024 Christmas campaign, which marks the return of its well-loved singing oven gloves.

In collaboration with creative agency Leo Burnett, the campaign revolves around a 60-second hero film featuring an uplifting performance of Give a Little Love from Bugsy Malone, sung by the oven gloves themselves.

The grocer’s festive ad debuted during ITV’s Coronation Street, showcasing its delivery services, premium ‘The Best’ food range, and ‘Market Street’ in-store vendors.

This year, a choir of 26 Morrisons employees gave voice to the gloves, recording their rendition of the song at the iconic Abbey Road Studios in London.

“Morrisons is here to ensure that every host can put on the greatest show at home this Christmas,” Morrisons Group Customer and Marketing Officer, Alex Rogerson stated.

“We know hosting can bring some pressure, but with our top-quality Christmas range, support from our experts, and our singing oven gloves – our customers are set to shine bright this Christmas with our selection of great value food that looks spectacular and tastes just as good.”

The film will appear across TV, social media, and cinemas, with additional support from out-of-home, audio, and print campaigns. Media planning and buying were managed by Wavemaker.

Leo Burnett UK’s chief creative officer, Mark Elwood, added: “The oven glove puppets have become an icon of Morrisons’ Christmas, embodying the heart and soul of every festive kitchen.

“This year, we wanted to elevate them by giving them their own voices, transforming them into inspiring and supportive companions for hosts across the nation. Showcasing the journey every Christmas chef embarks on, we knew this theatrical approach and The Greatest Showman Director Michael Gracey would truly bring this vision to life.”