Morrisons pays tribute to farm workers in Christmas advert

Morrisons will be paying tribute to farmers in its Christmas advert this year set around the character ‘Farmer Christmas’ and two young friends discovering ‘the other hero of Christmas’.

The 60 second TV advert tells a tale about Farmer Christmas who works ‘all year too’ in order to deliver a delicious Christmas feast to tables all over the country.

The advert follows the friends as they explore North Pole Farm, where the festive food is grown, before spotting Farmer Christmas’ version of a sleigh and the ‘reindeers’ he needs to transport everything.

The Christmas advert is part of the supermarket’s ongoing support for British farmers with other recent activity including the reduction of seasonal pork prices to help alleviate the pressures faced by pig farmers. It has also remain committed to only selling 100% fresh British meat and using British flour in its bakeries.  Since the start of the pandemic, Morrisons has also offered farmers a 5% discount.

As part of the Christmas campaign and to help tackle loneliness within communities, Morrisons is also giving away over a quarter of a million free Christmas cards for children to spread messages of hope during the festive season.

Rachel Eyre, Morrisons chief customer & marketing officer, said: “Told through the eyes of children, our advert reveals the ‘secret’ of the other star of Christmas – not Father Christmas but Farmer Christmas.

“It aims to celebrate and showcase all the hard work, skill and dedication that goes on behind the scenes to grow and make the food for Christmas throughout the year.

“From all the British farmers and growers we work with directly, to our 105,000 colleagues who are delivering, stocking, making and preparing fresh festive food, to bring our customers a Christmas feast for their table”.

The advert premiered on TV today (Monday 15th November) in ITVs This Morning with spots scheduled in The Great British Bake Off and Coronation Street on Tuesday night.  The wider campaign will run across social media, radio, digital and include in-store activations, as well as posters featuring its counter colleagues as Farmer Christmas’ magic helpers.