Morrisons - Farmer Christmas (2022) :60 (UK)

Morrisons brings back its ‘Farmer Christmas’ character for the second year running as part of its latest Christmas campaign. The ad follows Farmer Christmas, who we hear speak for the first time in his rich Welsh brogue, as he travels across his fields on a tractor to his festive workshop. There we see Morrisons ‘elves’ hard at work preparing festive dishes made by Morrisons.
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.
 

Rachel Eyre, Morrisons Chief Customer and Marketing Officer, said: "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.”

Dave Monk, Publicis•Poke 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 ad was directed by Frank Todaro of Moxie Pictures and will launch on TV during Good Morning Britain on Monday 7th November, followed by network TV spots that include Coronation Street, Bake Off, I’m a Celebrity and Goggle Box. It will also be shown in cinemas throughout the festive period.  

Ad agency: Publicis•Poke
Director: Frank Todaro
Production: Moxie Pictures