From Field to Fork: Morrisons Salutes British Growers in Bold New Campaign

Morrisons has launched a powerful new campaign – Fresh from Market Street – that puts the spotlight firmly on its direct relationships with British farmers and fishers, and its commitment to delivering quality produce to customers across the UK.

Created by Leo Burnett UK, the integrated brand campaign brings to life the supermarket’s farm-to-fork ethos through a series of cinematic adverts and bold visuals, all designed to celebrate the hard work behind sourcing British food.

At the core of the campaign are three 30-second films – Fish, Veg, and Meat – directed by award-winning filmmaker Nick Ball. Shot against dramatic backdrops of stormy seas and windswept fields, each short follows determined shoppers going to extreme and often humorous lengths to source their own food, from wrestling veg out of the ground with a trolley in tow to navigating treacherous waters for the catch of the day. The message is simple but effective: you don’t need to go to great lengths to get great British food—Morrisons already does it for you.

Supporting the hero films are a series of striking 10-second spots that blend sweeping British landscapes with vibrant close-ups of fresh produce from Morrisons’ Market Street counters. These visuals reinforce the connection between the land and sea and the fresh food customers find in-store.

The campaign is set to run across TV, out-of-home (OOH), radio, social media, digital and in-store channels over the next three months. New OOH adverts juxtapose rich countryside imagery with Morrisons’ iconic yellow price tags—boldly marrying quality and value in a single frame. Media planning and buying is being handled by Wavemaker UK.

Fresh from Market Street also celebrates the real people behind the produce. In-store and above-the-line photography showcases Morrisons’ trusted British suppliers, from strawberry growers in Scotland to sweetcorn farmers on the Isle of Wight. Each month, a different ‘hero’ product will be featured, telling seasonal stories that highlight the journey from field to shelf.

Mark Elwood, Chief Creative Officer at Leo Burnett UK, commented:

“Imagine if we had to source all of the wonderful British food from Morrisons Market Street ourselves? This campaign speaks volumes about the lengths Morrisons goes to on our behalf. It’s a little love letter to British food and those who produce it.”

Through a rich blend of humour, authenticity, and high-quality visuals, the campaign positions Morrisons as a proud champion of British fresh produce—doing the hard work so their customers don’t have to.