Morrisons shares the year-round dedication of British farmers with a Christmas advert dedicated to the key workers that put Christmas food on tables around the world. The brand introduces a new Christmas hero this year, Farmer Christmas.

The 60 second TV ad, created with Publicis Poke, tells the tale of Farmer Christmas, who “works all year too” to deliver Christmas food across the country. The ad highlights the role of Morrisons’ supermarket workers and food producers.

“Told through the eyes of children, our advert reveals the ‘secret’ of the other star of Christmas – not Father Christmas but Farmer Christmas,” said Morrisons chief customer and marketing officer Rachel Eyre.

“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”.

The ad follows two friends as they explore North Pole Farm before spotting Farmer Christmas’ version of a sleigh and the ‘reindeer’ he needs to transport everything.

They then sneak a look into his workshops where ‘magic helpers’ including butchers, bakers, fishmongers and florists are helping to prepare delicious treats such as freshly made panettones. At the end of their journey, the friends excitedly declare that “he’s been” as they spot a table full of food and sit down to enjoy the Christmas meal with their family and share their new secret. 

“Christmas is magical, but it doesn’t just happen by magic, 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,” added Dave Monk, executive creative director at Publicis Poke.

“With Farmer Christmas at the helm, this ad pays tribute to everyone who makes Christmas happen, from the foodmakers 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.”

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