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Christmas is reminiscent of a happy Santa working hard in his snowy cave, making exquisite toys and transporting them all over the world. However, this year, Morrison wants to highlight some of the other heroes of the season-farmers.

The "Farmer Christmas" created in collaboration with the agency partner Publicis Poke pays tribute to the hard-working farmers who make this time of the year so special and provide us with food to enjoy with our loved ones.

The ad tells the story of two young friends exploring the Arctic farm. They sneak into various workshops where butchers, bakers, fishmongers and florists are preparing delicious seasonal food. The two were surprised to find that the Farmer Christmas version of the sleigh and reindeer happened to be a Morrisons truck. When the couple's journey came to an end, they announced that "he had been" when they found a table full of delicious food, and sat down to enjoy Christmas dinner with their family.

Rachel Eyre, Morrison’s Chief Customer and Marketing Officer, said: “Through the eyes of children, our ads reveal the'secret' of another star of Christmas-not Santa Claus, but Farmer’s Christmas.” “It aims to celebrate and showcase all the hard work, skills and dedication behind the scenes of growing and making Christmas food throughout the year-from all the British farmers and growers who work directly with us, to our 105,000 colleagues are delivering, storing, making and preparing fresh holiday food to bring a Christmas feast to our customers."

Audiences of ITV this morning saw the ad first today, and will see the ad at The Great British Bake Off and Coronation Street tomorrow night. The event is supported by social media, radio and digital media, and will include in-store events.

Dave Monk, Executive Creative Director of Publicis Poke, added: “Christmas is magical, but it doesn’t just happen by magic.” “The whole country falls in love with the great work done by British farmers to bring food to our table every day. This year of hard work seems to be the perfect time to celebrate our field and farm heroes.

"Under the helm of Farmer Christmas, this ad pays tribute to everyone who makes Christmas happen, from the food makers in the Morrisons store to every Christmas kitchen hero in the UK. Make sure that the gifts on your table are as special as those trees. Down."

In addition to supporting farmers this year, Morrisons also aims to solve the problem of loneliness in the community through its Doorstep Delivery service, which enables children to write Christmas cards that will be distributed to people living in nursing homes or in self-isolation.

You can learn about the latest 2021 Christmas ads here.

This article is about: World, Christmas, Morrison, creative works, creativity, brand

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