Morrisons
Christmas
This Christmas we brought back the legendary singing oven gloves to celebrate the hosts cooking up the nation’s festive feasts. Backed by a rendition of ‘Give a Little Love’ from Bugsy Malone (sung by a 26-member choir of Morrisons colleagues), our festive ad turns a regular Christmas meal prep into a dazzling performance!
Campaign Context …
Tasked with making Morrisons more people’s main shop this Christmas, we spotted a key opportunity to steal visits from key competitors (Asda & Lidl) whilst growing and protecting the baskets of our current customers from others (Tesco & Sainsbury’s). Sounds simple, but each year it gets harder to compete at Christmas, amidst competition who have bigger productions, celebrities and budgets.
But despite our smaller relative size, we had creative that was packing a punch, evidenced in 2023 when we had our most creatively effective Christmas with the launch of our oven gloves. This year we needed to build on that and take it a step further by giving every host the confidence that with Morrisons they can put on their own show this Christmas. We did this through 3 key creative shifts:
- Giving our gloves more personality
- Food taking more of a lead role
- Making Morrisons branding more prominent
The Insight
The core truth that unlocked everything was simple. Every Christmas the spotlight is put on the host. And with all the pressure, it’s natural to feel a little stage fright, thinking “can I do this?”. Often all we need is someone there to remind us that we can. Therefore, we positioned Morrisons as the partner to help hosts get show ready. Because together with the spectacular symphony of delights from The Best range to the fresh British produce of Market Street, along with expert advice and great value, Morrisons has their customers covered and is helping them create their own magical Christmas.
Our Idea
Ultimately, we landed on one central idea: this Christmas we’ll support hosts in getting ready for the Greatest Show At Home. We’ll help every host overcome their stage fright to deliver a show-stopping Christmas by: 1) Celebrating the joyful feeling of the greatest show coming together this Christmas 2) Putting our show stopping Christmas products centre stage including The Best, Market Street and mid-tier and 3) Giving hosts the support and motivation they need in the run up to the big day.
To broaden our coverage, our ad ran across TV, social, outdoor, as well as print and audio. Moreover, social content will include unboxing videos and films with the gloves suggesting dishes for festive occasions, alongside tips for hosts.