Morrisons has unveiled its 2026 Christmas advert, a contemporary retelling of Goldilocks and the Three Bears that has already drawn enthusiastic reactions from viewers. The campaign, titled "Christmas Made Just Right," celebrates the personal touches the supermarket says only it can deliver, with the festive season framed around everyone having their own idea of what is perfect.
Advert Details and Debut
The 90-second advertisement features Morrisons' Market Street bakers, deli colleagues and fishmongers. It makes its television debut on Monday, November 9 at 9.15pm across broadcasters including ITV, Channel 4 and Sky TV. Highlight clips will also appear on Instagram and TikTok from 6am on the same day.
The advert follows a mother and father preparing for their grown-up child to bring a partner home for Christmas for the first time, with the twist that the parents are Mummy and Daddy Bear. Daddy Bear visits Morrisons Market Street, where fresh food makers help him assemble the family's festive feast, including a salmon, with cooking guidance from a fishmonger to ensure everything is "just right." At home, Mummy Bear works to make the house perfect, though bear-shaped mishaps occur along the way.
The Story and Reception
When Baby Bear returns, his new girlfriend is revealed to be Goldilocks. She finds a Christmas that is cosy and inviting rather than picture-perfect: the tree leans, decorations and table settings are mismatched, and her chair shows wear and tear. Her expression brightens at the welcoming scene and the feast with ideally sized place settings for each guest. The advert concludes with the slogan "Christmas Made Just Right."
The clip was posted on Morrisons' official Instagram account on Sunday, November 6. Viewers commented beneath the footage, with one saying: "Round of a-paws, great ad!" Another wrote: "Favourite ad this year." A third added: "I was beginning to think there weren't any good Christmas ads this year! This is brilliant! Well done Morrisons!"
Production and Leadership Comments
The advertisement was directed by award-winning filmmaker Nick Ball, whose portfolio includes campaigns for Uber Eats, Tesco and IKEA, and collaborations with Mariah Carey, Chris Hemsworth, Tina Fey and Christopher Walken. The Three Bears are rendered as animatronic figures, each given their own distinct 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. 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. From award-winning smoked salmon and perfectly sliced glazed Christmas ham, to golden mince pies, freshly baked in store or British-grown fresh veg, our skilled bakers, fishmongers, butchers, and deli teams craft fresh food daily and help customers find exactly what they need, from the right cut to the perfect portion."
