Morrisons has launched a rebranded Easter ad campaign that focuses on the retailer’s fresh produce offer and family values.

The ad, entitled ‘Morrisons Makes It’, airs nationally today and comprises press, radio and TV spots as well as digital and social media advertising.

The campaign is the grocer’s first since signing advertising firm Publicis London in January and, as with its Christmas ad, does not feature any celebrity cameos.

The TV ad features Morrisons’ new logo and focuses on the emotional connection between food and family as well emphasising the supermarket’s fresh produce offer as a point of difference for the retailer.

'Morrisons Makes It' TV advert

Morrisons marketing communications director Andy Atkinson said: “As a business we are food makers and shopkeepers, and when customers see food being made right there in front of them, they absolutely get that Morrisons is unique.

“We also hope the story of a family coming together to celebrate with food that Morrisons makes really resonates with our customers.”

Publicis London’s executive creative director, Dave Monk, added: “Morrisons makes more food in store than any other supermarket, which is a brilliant starting point.”

Morrisons last week unveiled full-year pre-tax profits were down but its like-for-likes edged up 0.1% in the fourth quarter.