Morrisons has brought back the ‘Farmer Christmas’ character to lead its Christmas campaign, which highlights the “great quality and value” the supermarket brand claims it can offer its customers during the cost of living crisis.
The retailer wants to build on the success of last year’s campaign, which featured the character for the first time, claiming it was “so well received”. Last year’s effort was the third most ‘creatively effective’ Christmas ad, according to analysis from System1, with a star rating of 4.7 out of 5.9.
Morrisons staff feature as “real life elves” who make more than half of the supermarket’s fresh produce, from mince pies to smoked salmon. Meanwhile, while last year’s Farmer Christmas was silent, this year sees the character speaking. How Morrisons found its effectiveness ‘sweet spot’ with this year’s Christmas adAn element of the 60-second ad sees Farmer Christmas delivering Christmas dinner to a family, before joining them. Morrisons will also be featuring a “Officially Approved by Farmer Christmas” stamp throughout stores and paid media.
Morrisons is also launching its ‘Christmas Collector’ scheme, which will allow eligible My Morrisons loyalty customers to receive money-off vouchers for the Christmas period if they meet shopping criteria in the following weeks.
“We know that customers are having to manage their budgets closely at the moment but they have told us they don’t want to compromise on the Christmas meal,” says Morrisons’ chief customer and marketing officer Rachel Eyre.
She adds: “We’ve brought Farmer Christmas back this year to show them the food and great prices that, thanks to Morrisons foodmakers and farmers, will be available throughout the festive period, all stamped with his seal of approval.”
The ad, created in collaboration with Publicis Poke, will debut on ITV’s Good Morning Britain on 7 November, and will feature in ad spots during Coronation Street, Bake Off, I’m a Celebrity and Gogglebox.