The campaign launched in the Sunday Mirror yesterday, with a free pack of Disney collector cards in every copy, and will be supported by television and print advertising by DLKW Lowe.
The television campaign supporting a similar promotion last summer was slammed by the advertising watchdog for encouraging children to ask their parents to visit the supermarket in order to win tickets to Disneyland Paris.
Billington Cartmell conceived the upcoming Easter campaign that will also feature packs of cards being given away with family-friendly products from almost 200 participating brands, including those owned by Kellogg, Colgate-Palmolive and Nestlé.
The Morrisons campaign will run in-store from today (5 March) to 29 April, and follows on from the 'Disney golden ticket’ promotion the supermarket ran last summer.
Unlike last year, there is no conditional spend of £30 required and one pack of cards will be given away per participating product bought.
Disney is forging close ties with the country's major supermarkets. Last month, it announced a partnership with Sainsbury's to host a weekend festival in London’s Hyde Park to celebrate the Queen's Silver Jubilee this summer.
Richard Lancaster, corporate marketing and operations director at Morrisons, said: "The 'golden ticket' campaign was our biggest-ever promotion, but this Easter drive will be better still.
"We've got a much bigger pool of prizes, prizes that can be redeemed immediately in-store and we're giving a better chance of winning."
Last year, the supermarket gave away 1,000 breaks in Disneyland in total, whereas this time around, it will give away more than 250,000 Disney soft toys, 20 holidays in-store and 26 other holidays through other media channels, including online, print and radio.
The 46 holidays being given away this Easter are not standard stays like last year, but VIP packages, which includes stays in the top hotel suites, travel, food, VIP fast-passes and a private "character meet and greet".
The partnership was developed with Disneymedia+, the integrated ad sales and promotions operation of Disney in the UK.
Follow Matthew Chapman at @mattchapmanUK
This article was first published on marketingmagazine.co.uk