• Morrisons ditches celebrities in latest Christmas ads
  • Grocer focuses on staff to drive home customer service and Market Street offer
  • Supermarket rivals Waitrose, Asda and Lidl launched their campaigns earlier this week

Morrisons has dropped celebrities for staff in its Christmas ads to highlight its customer service drive and vertically integrated supply chain.

The supermarket giant, which used TV presenters Ant and Dec in its campaign last year, has turned to its own specialist in-store butchers, bakers, greengrocers and fishmongers to show how they are delivering a “magical Christmas” for customers.

Morrisons Christmas advert

Morrisons launched its festive campaign on social media channels this morning and the advert will air for the first time during Emmerdale at 7.15pm on ITV.

The adverts will focus on staff making and preparing a host of products, highlighting Morrisons’ supply chain and Market Street proposition.

Morrisons’s first advert reveals how the grocer works with British farmers, showing sprouts and carrots being delivered to stores, desserts being made using fresh British cream and beef joints being hand-prepared by Morrisons butchers.

A second advert shows Christmas treats such as stollen being hand-made by Morrisons staff, while the third and final ad highlights the grocer’s customer service at checkouts, its wine glass hire service and festive party platters.

All three adverts end with the strap line: “Make it a magical Christmas…at Morrisons.”

Christmas boost

Boss David Potts will hope that the campaign can spark an improved Christmas performance following disappointing trading during the last festive season, prior to his arrival in March.

Yesterday Morrisons revealed its like-for-like sales dropped 2.6% during its third quarter ending November 1, as it continues to invest in price and rein in its vouchering activity.

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

“This campaign also shows how we carefully source fresh produce, our friendly customer service and our great value for money.”

The launch of Morrisons’s advert comes after grocery competitors Waitrose, Asda and Lidl all launched their campaigns earlier this week as the battle for Christmas sales got underway.

Department store group John Lewis also released its much-anticipated Christmas ad online this morning, while rival Debenhams has also unveiled its festive campaign today.