Wavemaker UK and Leo Burnett reveal Morrisons’ Christmas ad

Wavemaker UK is set to debut this year’s Christmas spot for supermarket client Morrisons during Coronation Street on ITV on Monday 6 November. The ad, created by Leo Burnett, Morrisons’ creative agency, features a chorus of singing oven gloves boosting hosts’ morale on the big day.

This campaign, planned and bought by the Wavemaker team, has been expertly crafted for maximum reach, standout, and attention to let the nation know of all the many reasons to Shop at Morrisons. The media utilises the best Wavemaker has to offer, from data-driven addressability, unbeatable AV buying, an omni-channel digital solution and three partnerships spanning display, press, radio and social.

Following the campaign launch on Monday, there are many highlights and standout moments planned to further amplify the Christmas activation.

Across AV, the biggest spots of the season have been secured for the hero 60’ spot, including; Coronation Street, GBBO, Big Brother ITV2 and ITV1 The Voice Auditions. This will be complemented with 40’ and 20’ Trade ads running throughout the season showcasing all the incredible offers and products. In addition, the ad will be appearing in cinemas nationwide in the season’s blockbusters including The Marvels and Hunger Games.

Dan Jannings, Client Lead, Wavemaker UK said:

This Christmas will be hard for many, but our driving customer insight was that the biggest burden often falls on those hosting, who feel both the financial and emotional pressure that comes with making everyone else happy on the big day. Our strategy therefore focused on giving every host more reasons to shop at Morrisons this Christmas.

There is also a spin-off social media contest, challenging people to make the best video of oven gloves singing a duet to win their Christmas shop. In partnership with Goat, the Wavemaker team are working with 10+ influencers to drive the #Gloveoke challenge across social channels.

On the audio front, Morrisons has been placed for a 100% Magic Christmas sponsorship which includes Breakfast promotions with Ronan and Harriet, and the Drive Time sponsorship giving listeners lots of chances to win big with store vouchers.

Furthermore, in partnership with BBCgoodfood, Morrisons will be shining a light on the nation’s hosts through the ‘Host with the Most’ awards, which includes recipe content, a TikTok video series, competitions, vouchers and more.

This is all in addition to a backbone trade plan activated via high reaching press in standout formats, audio, and OOH activity the length and breadth of the country, showcasing Morrisons leading trade offers up until Christmas.