Morrisons has unveiled its 2026 Christmas advert, Christmas Made Just Right, a modern retelling of Goldilocks and the Three Bears that has already drawn praise from viewers. The campaign celebrates the personal touches the supermarket says only it can offer, with everyone liking things a little differently.
A Festive Retelling
The 90-second advert debuts on Monday, November 9 at 9.15pm on multiple major networks including ITV, Channel 4 and Sky TV. Early highlight clips will also be available on Instagram and TikTok from 6:00am.
The story follows a Mum and Dad preparing for their grown-up child to bring a partner home for Christmas for the first time. These parents happen to be Mummy and Daddy Bear.
Daddy Bear heads to Morrisons Market Street, where skilled fresh food makers help him prepare the family's festive spread, including an enormous salmon, with cooking instructions from a Morrisons Fishmonger to ensure it is "just right" for the big day.
Homely Touches and Fan Reactions
At home, Mummy Bear makes the house just right, with a few bear-shaped mishaps. When Baby Bear arrives, his new girlfriend is revealed as Goldilocks. She finds a Christmas that is warm and welcoming rather than fairy-tale flawless, with a wonky tree, mismatched decorations and a chair showing signs of disrepair.
Her face lights up at the homely Christmas and mouthwatering spread, with a perfectly sized place setting for each of them. The advert ends with the campaign line: "Christmas Made Just Right."
The post was shared on Morrisons' official Instagram page on Sunday (November 6), with one user writing: "Round of a-paws, great ad!" Another added: "Favourite ad this year." A third said: "I was beginning to think there weren't any good Christmas ads this year! This is brilliant! Well done Morrisons!"
Behind the Scenes
The advert was directed by award-winning film maker Nick Ball, whose credits include campaigns for Uber Eats, Tesco and IKEA, and work with Mariah Carey, Chris Hemsworth, Tina Fey and Christopher Walken. The Three Bears are brought to life as animatronic characters, each with their own personality.
Beverley Lumb, Marketing and Advertising Director at Morrisons, said: "Everyone has their own idea of what makes Christmas 'just right' alongside their own family traditions that make the day feel truly magical."
She added: "As Christmas comes in all shapes and sizes, we pride ourselves on delivering good, honest value, ensuring every piece of festive fare is crafted with the thought, care and quality for everyone gathered around your table."
Lumb highlighted the supermarket's skilled bakers, fishmongers, butchers and deli teams, who craft fresh food daily and help customers find exactly what they need, from the right cut to the perfect portion.
