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Farmer Christmas returns for Morrisons

Quality, value and consistency sit at the heart of the festive campaign from Publicis Poke.

Nicola Kemp

Editorial Director Creativebrief

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It’s the presence around the table of the people you love, not the presents under the table, which make Christmas special. This is the empathetic insight that sits at the heart of Morrisons’ Christmas campaign from Publicis Poke, which sees the return of Farmer Christmas. 

The cost of living crisis might be continuing to bite but consumers don’t want to compromise on their Christmas meal. Therefore great quality and value are highlighted in the campaign which highlights Morrisons festive range through the ‘Farmer Christmas’ seal of approval, 

The 60 second TV ad, created with Publicis Poke shines a light on the work which British farmers do to help make Christmas so special. The spot also halo’s the work of Morrisons own staff, with a number appearing in the ad, as the ‘real life elves’ who help make more than half the fresh food that Morrisons sells.

The most precious moments at Christmas are the ones we spend around the table with our family, and that the presents on our tables make Christmas just as special as the presents under the tree.

Dave Monk, Executive Creative Director at Publicis Poke

The ad follows Farmer Christmas and viewers are treated to the dulcet tones of his Welsh accent for the first time. There we see Morrisons ‘elves’ hard at work preparing festive dishes. Viewers then follow Farmer Christmas as he travels on his tractor to deliver a festive feast to a family, before inviting himself to sit down and join them. After the year that was 2022, even Farmer Christmas needs a rest. 

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.

Rachel Eyre, Chief Customer and Marketing Officer at Morrisons

Cost of living creativity

While it's fashionable in media circles to bemoan how early the Christmas advertising bonanza begins, in the wake of the cost of living crisis smart brands have been supporting consumers to better spread the cost throughout the year.

At Morrisons, some Christmas products have been on the shelves since mid-September to help customers spread the cost. The brand has also moved to cut and then freeze the prices of 150 of the most popular products. 

Alongside the introduction of exclusive offers to My Morrisons members, the supermarket has stepped up to continue to support the Kids Eat Free All Day initiative in Morrisons cafés.  In addition for the festive season the Morrisons Christmas Collector scheme will go live for eligible My Morrisons members enabling them to receive a significant money-off voucher to spend at Christmas. 

Rachel Eyre, Chief Customer and Marketing Officer at Morrisons, explained: "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.  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.”

Dave Monk, Executive Creative Director at Publicis Poke, added: “Farmer Christmas is here to remind us all that the most precious moments at Christmas are the ones we spend around the table with our family, and that the presents on our tables make Christmas just as special as the presents under the tree.”

The ad was directed by Frank Todaro of Moxie Pictures and will launch  on TV during Good Morning Britain on Monday 7th November. It will also be shown in cinemas throughout the festive period.  The wider campaign will run across radio, press, digital display, social media and out of home bringing Farmer Christmas to streets, as well as screens, across the UK.

This ad is the first in a series of ten Christmas TV ads showcasing Morrisons fresh food and festive deals to tie in with the World Cup as well as the Christmas period.

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