The campaign, which launches the supermarket’s new brand proposition "Morrisons Makes It", features a family that invites relatives and friends around the table for Easter.
The spot, which launches today, shows the family hunting around the house for extra chairs to seat their guests in preparation for a roast lamb dinner. The ad ends with the word "Tradition" while Will Young’s Joy plays in the background.
It is the first of four TV ads that comprise the campaign, as well as further executions in press, radio and social media. Later TV spots will run from 28 March to the end of April.
Titled "chairs", the ad was written by James White and art directed by Henry Finnegan at Publicis London. It was produced by Gorgeous and MEC handled the media planning and buying.
The "Morrisons Makes It" campaign is meant to convey to shoppers the understanding that "food means more than just what is on the plate", the retailer said. Morrisons is aiming to bring to life the emotion of food and the role it often plays in people’s lives, such as bringing families together.
Morrisons appointed Publicis London as its lead creative agency in January after splitting with MullenLowe London in October 2015. MullenLowe (known as DLKW Lowe before this year) did not repitch for the business.
Andy Atkinson, the marketing communications director for Morrisons, said: "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.
"We also hope the story of a family coming together to celebrate with food that Morrisons makes, really resonates with our customers."