Watch: Morrisons shines a light on employees for Christmas campaign without Ant and Dec

After parting ways with Ant and Dec earlier in the year, Morrisons has put its staff in the spotlight in its new Christmas campaign.

Watch: Morrisons shines a light on employees for Christmas campaign without Ant and Dec

The new campaign, "make it magical", broke online at 9.30am on 5 November and will air on TV during an episode of Emmerdale on ITV.

The campaign comprises three ads, each of which show Morrisons staff, such as butchers, bakers and fishmongers, explaining how they source, prepare or make the foods that people love to eat at Christmas.

Morrisons Christmas TV Advert 2015

The time has come to reveal our Christmas TV ad. You will see some familiar faces from our stores and some tasty treats to make your Christmas Magical #makeitmagical

Posted by Morrisons on Friday, November 6, 2015

The TV spots will be backed by in-store, outdoor, radio, direct, digital and press executions.

Andy Atkinson, Morrisons’ marketing director, said: "The stars of our advert are our staff, they are the ones who deliver a magical Christmas through their passion for fresh food."

The ad was created by Phil Cockrell and Graham Storey at DLKW Lowe. The agency parted ways with the retailer earlier this year when Morrisons called a review and DLKW Lowe declined to re-pitch. MEC handles Morrisons' media planning and buying account. The ads were directed by Stuart Douglas through Nice Shirt Films.

For the past two years, Morrisons has used Ant and Dec in its advertising, but the supermarket and the presenters parted ways in March. When the news was reported, there were conflicting accounts about whose decision it was not to continue the relationship.

Morrisons released its results for the 13 weeks up to 1 November yesterday, reporting a drop in like-for-like sales (excluding fuel) of 2.6 per cent.


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