The UK’s fourth-largest supermarket will also be challenging its rivals Tesco, Sainsbury’s and Asda, by expanding on the promotion of its fresh-food message, with three different television spots.
All the Christmas spots will continue the theme of "inquisitive" children finding out where their food comes from and how it makes its way to the supermarket shelf.
The first spot includes the much-maligned vegetable, the Brussel sprout, explaining how the product makes its journey from farm field to supermarket.
The second execution includes showing how the in-store bakery prepares its specialist products, while the third explains how the in-store butcher prepares the turkey for the festive table.
Creative for the campaign is through DLKW Lowe, while media planning and buying is through MEC.
Each spot will run for 40 seconds and will be shown on all major commercial television channels, including ITV1, Channel 4 and Channel 5, in the run-up to Christmas.
Angus Maciver, group marketing director for Morrisons, said: "We always want to point out what makes us different and how that adds to the customer experience.
"[In this campaign] we can explain where the food comes from, and represent that through children who are curious and rightfully ask these kind of questions."
Morrisons will also push its premium range Morrisons Best over the festive season with a 25%-off promotion and in-store sampling.
The supermarket recently announced an increase in sales, excluding fuel, of 2.8% during the 13 weeks to 31 October.
This article was first published on campaignlive.co.uk