The two 40-second TV ads, created by Leo Burnett, bills Littlewoods as the destination for Christmas gifts, and promises customers will "discover the perfect gift" for all family members.
It is the second Littlewoods ad to feature Mrs Rooney and shows her leading a group of women on a present hunt at midnight around a big house. The women come across a revolving bookcase where they discover a secret room and transform into little girls.
As the hunt progresses, numerous products from the Littlewoods gift range are discovered. All the presents are gathered and the present-hunters reunite by a giant Christmas tree for the spot's finale.
The campaign runs until 22 December and will be supported by a set of 10-second TV spots, each featuring a range of offers available throughout the Christmas period.
The "Present hunt" offers will also be promoted on the Littlewoods website, with online display banners and a press campaign created by Littlewoods' in-house studio.
Media planning and buying has been handled by Carat.