Morrisons has released two new advertisements to highlight the values of its “Morrisons makes it” campaign.

The two advertisements emphasise family and freshness, each showing family members enjoying tasty Morrisons products.

“As a business we are food makers and shopkeepers, and when customers see food being made right there in front of them, they absolutely get that Morrisons is unique,” said Marketing Communications Director for Morrisons Andy Atkinson.

Morrisons‘ re-emphasising of its core values is a positive step, reflecting the determination of CEO David Potts to improve the Big Four grocer.

In its most recent financial results Morrisons‘ faced its fourth year of falling profits, though it still beat expectations from City analysts, and also saw like for like sales increase in the fourth quarter.