Supermarket chain Morrisons has ditched celebrities such as Ant and Dec - who failed to boost its fortunes over the crucial 2014 Christmas shopping season - and will instead feature its own staff in its seasonal advertising this year.
The chain is to launch its new Christmas marketing campaign on social media on Friday at 9.30am, followed by a primetime TV airing at 7.15pm during ITV’s Emmerdale.
Its specialist in-store butchers, bakers, greengrocers and fishmongers – who, it claims, are all helping to deliver a “magical Christmas” at Morrisons through its unusual “farm to fork” supply chain – will feature in the advertisements. The campaign includes in-store, outdoor, radio, direct marketing, digital and press advertising as well as a series of three TV adverts. All the adverts will promote the hashtag #makeitmagical.
Andy Atkinson, Morrisons marketing director, said: “The stars of our advert are our staff: they are the ones who deliver a magical Christmas through their passion for fresh food. This campaign also shows how we carefully source fresh produce, our friendly customer service and our great value for money.”
Last year, the Bradford-based grocer used TV personalities Ant and Dec – sporting £12 Christmas sweaters - for what was described as a “make or break” Christmas. But in January, it sacked chief executive Dalton Philips after revealing that its Christmas trading was the worst of the publicly listed grocers – and following five years of slumping profits.
As retailers jostle to win the hearts, minds and cash of Christmas shoppers, new entrants to the media battle this year include electrical giant Currys PC World, which has launched its first dedicated Christmas brand advertising campaign. The five-part, £10m offering features Hollywood A-lister Jeff Goldblum, who will offer acting tips to help the British public through awkward Christmas moments.
Rolling out across TV, cinema, video, radio, print, social and online in the UK and Republic of Ireland, the adverts will appear during some high-profile primetime slots on Saturday 7 and Sunday 8 November, including during The X Factor and Downton Abbey.
Also being launched on Friday are the hotly anticipated Christmas advertisements from John Lewis and Marks & Spencer.
Waitrose’s Christmas advert, which has already appeared on the retailer’s social media channels,will screen on television from Sunday. The 60-second jaunt through festive food traditions features some of the grocer’s suppliers as well as chef Heston Blumenthal, known for creating unlikely Christmas foods such as mince pies sprinkled with pine-scented sugar.
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