Morrisons Shines a Festive Spotlight on British Growers

Morrisons has unveiled its Christmas campaign with a spotlight firmly on the growers, farmers and food producers who bring its festive offering to life. Rather than leaning on the traditional mince pie close-ups and glittering table spreads, the retailer’s new 90-second advert champions the year-round effort of the people behind its produce.

Titled Making More of Christmas, the film follows British farmers, bakers, fishermen and food makers across the seasons as they prepare for the festive period. From fruit and vegetable fields in summer to bakery counters decked with fairy lights in early autumn, the narrative celebrates the real-world hard graft and expertise that keeps fresh produce at the heart of Morrisons shelves.

In a playful opening scene, a farmer cheerfully calls “Merry Christmas” to a confused dog-walker during the height of summer, setting the tone for a journey through the calendar. Viewers see light-strewn fishing boats on sunny seas and a tractor glowing with fairy lights surprising trick-or-treaters at Halloween, blending a touch of humour with a focus on agricultural life. The ad concludes with what looks like Father Christmas arriving at a doorstep, only to reveal a Morrisons delivery driver bringing festive groceries.

At the heart of the campaign is Morrisons’ message that fresh, seasonal British food doesn’t magically appear overnight. The retailer has long promoted its vertically integrated model, sourcing direct from farms and operating its own processing sites. This latest campaign underlines that approach, positioning Morrisons growers and producers as the foundation of its Christmas range and its wider brand identity.

Matt McLellan, group customer, data and marketing director at Morrisons, said the film reflects the skill and commitment that underpin the retailer’s festive food offering, noting: “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.”

The advert arrives ahead of new food advertising rules and deliberately avoids spotlighting individual festive products. Instead, Morrisons doubles down on celebrating the journey from farm to store shelf, emphasising the craft, care and British expertise that shape its Christmas food range.