Morrisons brings back ‘Farmer Christmas’ for its festive ad
The supermarket has reacted to the warm reception the character received last year, once again placing him at the center of its Christmas campaign.
’Farmer Christmas’ has been integrated throughout Morrisons’ Christmas campaign this year to highlight the quality and value of its festive range, with his ‘seal of approval’ the common thread running through it all.
In the 60-second TV ad, created with Publicis.Poke, the character appears as the other hero of Christmas as Morrisons once again illustrates the work British farmers do to help make it so special.
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The spotlight is also on Morrisons’ own colleagues – the “real life elves” who help make more than half the fresh food that Morrisons sells. Many of them feature in the ad.
The spot premieres while many across the country prepare for a more frugal festive season due to the cost of living crisis. Rachel Eyre, Morrisons’ chief customer and marketing officer, says: ”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. 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.”
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The ad itself follows Farmer Christmas as he travels across his fields on a tractor to his festive workshop where Morrisons ‘elves’ are hard at work preparing festive dishes. The ad finishes with Farmer Christmas proudly explaining that Morrisons is the “only supermarket to be officially approved by me” because of its commitment to British farming, its food makers and its great value Christmas products. The ‘Officially Approved By Farmer Christmas’ stamp will be seen throughout the festive campaign in-store and across paid media.
Dave Monk, Publicis.Poke’s executive creative director, said: “Farmer Christmas is back. This year with a twinkle in his eye and a tractor to match. As the authority on Christmas food, with a mouth full of his own wisdom and a sack full of Morrisons mince pies, he’s here to remind us all that the most precious moments at Christmas are the ones we spend around the table with our family and that the presents on our tables make Christmas just as special as the presents under the tree.”
The wider campaign will run across radio, press, digital display, social media and out-of-home, bringing Farmer Christmas to streets as well as screens across the UK.
This ad is the first in a series of 10 Christmas TV ads showcasing Morrisons’ fresh food and festive deals to tie in with the World Cup as well as the Christmas period.