Waitrose has unveiled a Christmas ad focused on the delights of seasonal eats while Morrisons is spotlighting food producers with a ‘Farmer Christmas’ theme.

Waitrose’s campaign, ‘You Can Taste When it’s a Waitrose Christmas’, featuring Extras actress Ashley Jensen, is designed to show that “the best bit of Christmas is the food”.


Morrisons’ ad celebrates the farmers, who – like Father Christmas – work “all year, too” to deliver a “delicious Christmas feast to tables all over the country”. 


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The grocer is British farming’s single biggest customer and has “chosen to hero farmers as a way of thanking them for all the work they do to help make Christmas so special”. 

Waitrose customer director Martin George said: “Food plays such a wonderful role in creating those special moments, and we know how incredibly important this Christmas is to so many people after we were unable to have all of our family and friends around us last year. We felt the feasting and celebrations deserved the spotlight in this year’s campaign.”

Morrisons chief customer and marketing officer Rachel Eyre said: “Our advert… aims to celebrate and showcase all the hard work, skill and dedication that goes on behind the scenes to grow and make the food for Christmas throughout the year. 

“From all the British farmers and growers we work with directly to our 105,000 colleagues who are delivering, stocking, making and preparing fresh festive food to bring our customers a Christmas feast for their table.”

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