Morrisons is celebrating the year-round work that goes into making the festive period special in its new festive campaign, ‘Making More of Christmas’.

The campaign, created with the help of agency Leo UK, celebrates the Morrisons farmers and food makers who work through the seasons to make Christmas magical.

At the heart of the campaign, a film captures the story of Morrisons makers across its factories, farms and in-store food-making facilities. It showcases the hard work and dedication that goes into Christmas preparation year-round and gives audiences a peek behind the curtain to celebrate the food makers, bakers, fishermen and delivery drivers 

The film begins in the heart of summer as a farmer shouts ‘Merry Christmas’ to a confused dog walker. A Morrison's bakery is decorated with Christmas lights in the middle of August and the team requests a festive tune from a radio DJ. 

Up and down the UK, the film shows the hard work that goes into Christmas while Morrisons' workers celebrate the upcoming season. A fisherman’s boat glows with Christmas lights in the sunshine, while a tractor covered in fairy lights greets trick-or-treaters on Halloween.

The film concludes with a silhouette of Father Christmas knocking at a front door, before revealing a Morrisons delivery driver arriving with a festive shop. The spot ends with a voiceover explaining: “At Morrisons, we’ve been growing, making, baking and crafting all year long.”

Directed by Aaron Stoller, the film is produced by Biscuit Filmworks. It is set to a new recording of Jona Lewie’s classic ‘Stop the Cavalry’.   

“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,” explains Matt McLellan, Data & Marketing Director at Morrisons Group Customer.

The campaign is part of Morrison’s ongoing commitment to championing fresh, local and seasonal products year-round. It has also been designed to celebrate the hard work and spirit of the retailer, as upcoming LHF regulations shift the lens. The spot captures the essence of Morrisons delicious festive range without having to directly showcase the food.

The campaign will run across TV, cinema, digital, social, radio, print and outdoor. Media strategy, planning and buying for the campaign has been led by Wavemaker UK.

Shifting the lens to focus on the people behind the festive season, the campaign is a celebration of the hard work that makes Christmas so special.