// Morrisons has released its Christmas advert, which pays tribute to Farmer Christmas
// The supermarket is continuing its 5% Discount for Farmer this Christmas help the nation’s food-making heroes with their festive shop
For its 2021 festive advert, Morrisons is introducing Farmer Christmas to the nation as it follows two young friends discovering the other hero of Christmas.
The 60 second TV advert tells a tale about Farmer Christmas who works “all year too” in order to deliver a delicious Christmas feast to tables all over the country.
As British farming’s single biggest customer, Morrisons has chosen to hero farmers in its advert as a way of thanking them for all the work they do to help make Christmas so special.
The grocer is also shining the spotlight on its colleagues – many of whom feature in the advert – showcasing the foodmakers in its stores and manufacturing sites who enable the supermarket to make more than half the fresh food it sells.
The Christmas advert is part of the supermarket’s ongoing support for British farmers with other recent activity including the reduction of seasonal pork prices to help alleviate the pressures faced by pig farmers.
Morrisons also remain committed to only selling 100 per cent fresh British meat and using British flour in its bakeries.
Since the start of the pandemic, Morrisons has also offered farmers a 5 per cent discount.
As part of the Christmas campaign and to help tackle loneliness within communities, Morrisons is also giving away over a quarter of a million free Christmas cards for children to spread messages of hope during the festive season.
Morrisons Community Champions will be working in partnership with local groups and primary schools to deliver the cards for children to write messages on and colour in.
The children can post their cards to grandparents, neighbours and friends who they may not have seen recently due to the pandemic or give them back to Morrisons to distribute to care homes or self-isolating customers using its Doorstep Delivery service.
Morrisons chief customer & marketing officer Rachel Eyre said: “Told through the eyes of children, our advert reveals the ‘secret’ of the other star of Christmas – not Father Christmas but Farmer Christmas,”
“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”.