Every Christmas season, UK retailers release a new wave of emotionally charged, visually stunning festive adverts — each competing to become the nation’s favourite. From the famously tear-jerking John Lewis Christmas Advert, to the humour-filled Lidl Christmas Adverts, the premium sheen of M&S Christmas Adverts, and the relatable chaos shown in Tesco Christmas Adverts, the landscape is crowded with creative brilliance.
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Yet among these giants, Morrisons consistently sets itself apart with advertising that emphasises authenticity, community, and the people who make Christmas possible. In 2025, Morrisons delivers one of its most heartfelt campaigns yet: “A Year in the Making”, a film that shines a spotlight on farmers, producers and everyday workers who prepare for Christmas far earlier than the average person realises.
This blog explores the full story of the 2025 Morrisons Christmas advert, the creative strategy behind it, its emotional themes, the cultural context, media reactions, and how Morrisons compares to other major UK Christmas campaigns.
The Story Behind Morrisons Christmas Advert 2025: “A Year in the Making”
Unlike most Christmas adverts set in December or late November, Morrisons starts its narrative in the warmth of August, immediately creating intrigue. This opening scene is central to the brand’s message: Christmas isn’t just a moment — it’s months of preparation.
Opening Scene: Christmas in August
The advert begins with a worker casually saying:
“Merry Christmas.”
Another responds:
“It’s an odd request for August, but I’m here for it.”
This line establishes the tone — dry humour, British charm, and the acknowledgment that Christmas in retail begins long before the decorations appear in store.
Introducing the Year-Long Journey
A montage follows showing:
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Farmers harvesting produce under bright summer skies
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Bakers kneading dough with focus and pride
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Craft makers meticulously preparing festive items
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Delivery teams loading goods with efficiency
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Workers in silly seasonal outfits (like the “packle”) to inject a sense of playfulness
The transitions between seasons — from sunlit fields to cooler autumn mornings — reinforce the idea of steady, collective effort.
Human Touch in Every Frame
Even brief moments convey emotional warmth:
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A worker tossing a Christmas bauble with a smile
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A baker dusting pastries with the concentration of an artist
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Farmers greeting each other like old friends
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A dog happily trotting alongside workers, adding charm
Nothing feels staged; it feels like real people doing real work.
The Narrative Line That Anchors the Campaign
The key message arrives clearly:
“At Morrisons, we’ve been growing, making, baking, and crafting for your Christmas all year long.”
This is one of Morrisons’ strongest brand statements in years — a declaration of both hard work and pride.
Emotional & Thematic Analysis: Why the Morrison Christmas Adverts Resonates So Deeply
Morrisons leans into emotional realism rather than cinematic fantasy.
Theme 1: Christmas Is Made by People
While many ads focus on magical characters or fictional stories, Morrisons celebrates:
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farmers
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bakers
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fishmongers
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butchers
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delivery workers
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factory teams
The people whose hands shape the Christmas dinner table.
Theme 2: A Celebration of British Craft and Heritage
The advert reinforces Morrisons’ unique positioning:
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one of the few supermarkets still owning food manufacturing sites
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deep ties with British agriculture
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pride in quality, not just convenience
Other supermarket ads may depict eating food; Morrisons depicts making it.
Theme 3: Humour Without Losing Heart
Moments like:
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“I’m a packle.”
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“Should I pop this down here then?”
add gentle humour without distracting from the deeper message.
Theme 4: Appreciation and Gratitude
By showcasing workers in unexpected seasons, Morrisons highlights:
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the unseen effort consumers rarely think about
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the cooperative spirit behind every festive table
This theme is rare in Christmas advertising, making the campaign feel fresh and meaningful.
Creative Direction, Filmmaking Style & Production Insight in Morrisons Christmas Adverts
Morrisons continues its tradition of realistic cinematography over fantasy storytelling.
1. Real Locations, Natural Light
Unlike the highly polished sets of M&S Christmas Adverts, Morrisons shoots on:
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farms
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bakeries
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fisheries
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warehouses
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open fields
The result: authenticity that builds trust.
2. Year-Round Aesthetic Transition
Seasonal transitions—from August sunshine to late autumn—are subtle but powerful visual cues showing time passing.
3. Direction Focused on Everyday Joy
Small moments matter:
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dirt on a farmer’s boots
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dough rising in an oven
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a dog wagging as it helps ‘fetch’ items
These are cinematic choices that make the ad feel human.
4. Music That’s Warm and Uplifting
The background music is gentle yet festive, building to a celebratory tone without ever overpowering scenes.
5. Casting Choices
The stars are not actors — they’re workers, representing:
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the UK supply chain
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local communities
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skilled hands behind every festive dish
This positions Morrisons as the “people’s supermarket.”
Public & Media Reaction on Morrisons Christmas Adverts: A Positive Cultural Reception
Early reviews indicate strong approval:
Evening Standard
Praised the advert’s sincerity and grounded emotional tone.
The Grocer
Highlighted the celebration of suppliers and the commitment to British agriculture.
Social Media
Many viewers mentioned:
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“It feels real.”
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“Best Morrisons ad in years.”
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“Love that they show the workers behind the scenes.”
In a market where adverts often lean heavily on fantasy, Morrisons’ grounded approach stands out as both refreshing and heartfelt.
Morrisons vs Other UK Christmas Campaigns
To understand Morrisons’ differentiation, compare it with other major supermarket adverts:
John Lewis Christmas Advert
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John Lewis: emotional storytelling using metaphor or fantasy
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Morrisons: grounded, real-world, worker-focused narrative
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John Lewis often aims to make you cry; Morrisons aims to make you smile with appreciation
Lidl Christmas Adverts
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Lidl prefers comedy, satire, or playful twists
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Morrisons leans into sincerity and community connection
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Lidl focuses on affordability; Morrisons focuses on craftsmanship
M&S Christmas Adverts
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M&S often features celebrities, glamour, theatricality
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Morrisons shows local farmers, bakers, honest work
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M&S sells indulgence; Morrisons sells authenticity
Tesco Christmas Adverts
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Tesco ads often depict relatable family chaos and humour
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Morrisons looks behind the scenes at the people making Christmas food
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Tesco: “this is your Christmas day”
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Morrisons: “this is how Christmas gets made”
These distinctions help Morrisons occupy a unique, respected space in the festive advertising landscape.
Why Are Morrisons Christmas Adverts One of The Strongest Campaigns
Reinforces core brand identity
Food made with care, by real people, over time.
Appeals to national pride
Celebrating British craftsmanship resonates deeply with UK audiences.
Taps into authenticity over spectacle
A growing cultural shift prefers sincerity over over-the-top production.
Connects emotionally without manipulation
Heartwarming without being sentimental for the sake of it.
Aligns with Morrisons’ broader brand positioning
Trusted makers of quality food, rooted in community.
FAQs: Morrisons Christmas Adverts 2025
What is the Morrisons Christmas advert 2025 about?
It highlights how farmers, bakers, makers, and suppliers work year-round to prepare for the festive season.
Why does the advert start in August?
To show that Christmas preparation happens long before December.
Who stars in the advert?
Real workers and producers connected with Morrisons’ supply chain.
What is the main message of the advert?
That Christmas is a collaborative effort “a year in the making.”
How does Morrisons’ advert compare to others like John Lewis or M&S?
It is less theatrical and more rooted in real life, focusing on authenticity and appreciation.
Conclusion
Morrisons’ 2025 Christmas advert “A Year in the Making” stands out as one of the most sincere and heartfelt festive campaigns of the year. Where competitors like the John Lewis Christmas Advert use fantasy, Lidl Christmas Adverts lean on cheeky humour, M&S Christmas Adverts embrace luxury, and Tesco Christmas Adverts rely on relatable family chaos, Morrisons chooses to honour the real people behind Christmas.
It’s a love letter to farmers, bakers, suppliers, and workers — the ones who make Christmas dinner possible long before December. By blending warmth, humour, honesty, and a strong sense of community, Morrisons has created a timeless festive advert that resonates across generations.
