Supermarket chain Morrisons has entered the fiercely competitive Christmas advertising arena for 2025 with a heartfelt film that shifts the spotlight from celebrity endorsements to the unsung heroes of the festive season.
A Celebration of Real People
The retailer's 90-second television advertisement, titled The Making More of Christmas, takes a markedly different approach. Instead of featuring mince pies or famous faces, the film dedicates its narrative to the care, attention, and hard work of the colleagues and independent British suppliers within Morrisons' fresh food business.
It begins in the height of summer, showing a farmer cheerfully wishing a confused dog walker a 'Merry Christmas'. The scene then shifts to a Morrisons bakery, already decked in fairy lights during the month of August. This unique opening sets the tone for a journey across the United Kingdom through the changing seasons.
A Year-Round Festive Journey
The advert visually chronicles the year-long effort that goes into preparing for the holiday. Viewers are treated to scenes of a fisherman's boat glowing with Christmas lights under the summer sun and a tractor adorned with fairy lights bringing delight to trick-or-treaters on Halloween.
The emotional conclusion features the silhouette of Father Christmas knocking on a door, which is then revealed to be a Morrisons delivery driver arriving with a customer's festive shop. The film closes on the poignant line: “At Morrisons, we’ve been growing, making, baking and crafting all year long.”
Behind the Campaign Strategy
Matt McLellan, Morrisons Group Customer, Data & Marketing Director, explained the thinking behind the campaign. He stated, “Our Christmas advert tells the story of how our festive fayre, such as our award-winning mince pies or delicious smoked salmon, appears on our shelves.”
He emphasised the company's unique capabilities in fresh food, noting they have 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 90-second film is just the beginning of the campaign. A series of shorter 60-second and 20-second edits will continue to celebrate the real people behind the food throughout November and December, ensuring the message of year-round dedication reaches a wide audience during the peak festive period.
