Morrisons has launched its Christmas advertising, continuing its ‘Makes It’ campaign themed around food.

The supermarket has two adverts on the same theme, which premiere on Facebook on Sunday and air on TV on Monday morning.

They show a family in the run-up to Christmas and centre around the role that food plays in family traditions and gatherings.

Morrisons' new Christmas campaign

Each advert features actual Morrisons ‘food-makers’ from stores around the country, including butchers, bakers, greengrocers and wine and deli experts.

The ’Makes It’ campaign is a departure from Morrisons’ celebrity campaigns of the past, which featured personalities such as TV duo Ant and Dec.

Marketing and customer director Andy Atkinson said: “We wanted to put our colleagues centre stage. They’re our stars. I was very keen when we started the Morrisons ’Makes It’ campaign in Easter that we told the story of our food-makers and shop keepers.

“The advert recognises the part that fresh food plays in bringing food and families together. What better time to do it than at Christmas? It’s such a special time. We are hoping customers will see themselves reflected in the advert.”

The campaign will run on national and regional radio as well on TV and via outdoor, press and digital advertising.