Creative Creative Works Christmas

Morrisons’ Christmas ad pays tribute to British farmers


By Amy Houston | Senior Reporter

November 15, 2021 | 4 min read

Christmas evokes images of a jolly Santa Claus working hard in his snowy grotto making wonderful toys to be delivered all around the world. This year, however, Morrisons wants to highlight some other heroes of the season – farmers.


Morrisons’ ‘Farmer Christmas’

Created with agency partner Publicis Poke, ‘Farmer Christmas’ pays tribute to farmers who work hard all year long to make this time of year so special and provide us with the food that we get to enjoy with loved ones.

The ad follows two young friends as they explore North Pole Farm, sneaking into the various workshops where butchers, bakers, fishmongers and florists are preparing delicious seasonal treats. The duo is amazed to find Farmer Christmas’s version of a sleigh and reindeer, which happen to be Morrisons lorries. As the pair’s journey comes to an end they declare that “he’s been” after spotting a table full of yummy food and sit down to enjoy the Christmas meal with their family.


“Told through the eyes of children, our advert reveals the ‘secret’ of the other star of Christmas – not Father Christmas but Farmer Christmas,” said Rachel Eyre, chief customer and marketing officer at Morrisons. ”It aims to celebrate and showcase all the hard work, skill and dedication that goes on behind the scenes to grow and make the food for Christmas throughout the year – from all the British farmers and growers we work with directly, to our 105,000 colleagues who are delivering, stocking, making and preparing fresh festive food to bring our customers a Christmas feast for their table.”


ITV’s This Morning viewers were first to see the ad today, which will be followed by spots during The Great British Bake Off and Coronation Street tomorrow night. The campaign is supported by social media, radio and digital, and will include in-store activations.

“Christmas is magical, but it doesn’t just happen by magic,” added Dave Monk, executive creative director at Publicis Poke. “And in a year where the whole nation fell in love with the huge efforts British farmers make every day bringing food to our tables, it seemed the perfect moment to celebrate our heroes of field and farm.

“With Farmer Christmas at the helm, this ad pays tribute to everyone who makes Christmas happen, from the food makers in Morrisons stores to every Christmas kitchen hero up and down Britain making sure that the presents on your table are just as special as the ones under the tree.”

As well as supporting farmers this year, Morrisons aims to tackle loneliness within communities with its Doorstep Delivery service, which enables children to write Christmas cards that will be distributed to those living in care homes or self-isolating.

You can keep up with the latest Christmas 2021 ads here.

Morrisons: Farmer Christmas by Publicis Poke

By Morrisons

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