The 60-second ad showcases the breadth of its festive ranges, including party food, turkey, trimmings and desserts.

Asda chief customer officer Andy Murray said the ad, which will air for the first time on Sunday evening, was inspired by the reaction of customers during tasting sessions of the grocer’s festive range.

“As we talked to them about Christmas we could see how much joy and happiness planning their Christmas brought them – we knew we wanted to reflect that in our ad,” Murray said.

“When we saw their reactions to our food – the way it surprised them and made them smile – as well as the incredible pride and attention to detail our product developers had put into creating it, the inspiration for the Imaginarium was born.”

As well as the 60-second advert, Asda will air four 30-second versions during the crucial festive trading period, which will also push its George clothing and homeware ranges.

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