Morrisons Christmas ad pushes fresh message

Morrisons is launching its Christmas television campaign to drive its fresh food message in the run up to the festive season.


The ad campaign breaks tomorrow (6 November) during The X Factor on ITV.

The campaign continues Morrisons’ advertising strategy that features a group of “inquisitive” children asking questions about how Morrisons sources and prepares its fresh produce.

Morrisons’ Christmas campaign uses the strapline: “More Christmas for less”, which will run across all its festive marketing activity.

The TV campaign includes three executions focussing on children’s Christmas favourites. The first shows the “journey of Morrisons’ sprouts” from the farm to the store.

Morrisons has also themed its stores for the festive season turning its Market Street fresh produce department into the “Morrisons Christmas Market”.

Michael Bates, Morrisons marketing director, says the advertising and in-store campaign “reinforces Morrisons’ fresh food message”.

The supermarket is pushing its premium range Morrisons Best with an “aggressive promotional package to drive footfall, encourage new shoppers and reward existing customers” with a  25% off promotion and an extensive sampling campaign.

It is also introducing a Taste Guarantee, which offers customers money back if they aren’t happy with the taste of the Morrisons Best range.

Bates says the guarantee “endorses Morrisons’ belief in the quality of the Best range”. 

The supermarket is also extending its Christmas Collector scheme into the New Year to help ease the pressure of the VAT increase.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here