Christmas journey Morrisons has this week launched its Christmas ad campaign with the strapline ‘More Christmas for less’.

The first ad, created by DLKW Lowe, continues its theme of inquisitive children finding out where their food comes from and how it makes its way to the supermarket shelf. It shows the traditional Christmas lunch vegetable, the Brussel sprout, and explains the journey from farm to store.

The second ad will focus on the in-store bakery and the third on how the in-store butcher prepares the turkey for Christmas lunch.

The strapline is designed to portray the grocer’s sharp prices. The grocer will also push its premium range The Best over the festive season with a 25%-off promotion and in-store sampling.