Using the #makeitmagical, the video shows employees making and preparing products from the retailer’s Christmas range. All are made directly by Morrisons, either in its stores or in its own manufacturing sites, reinforcing the message that Morrisons makes more of the food it sells than any other supermarket, the company said.
The video will also run as an advert airing at 7.15pm tonight on ITV’s Emmerdale.
The Christmas campaign includes in-store activity, outdoor, radio, direct marketing, digital and press advertising as well as a series of three adverts.
A spokeswoman for Morrisons told PRWeek that no details about specific PR activity for the campaign are currently available, but will be at a later date.
Three videos have been produced as part of the campaign. The first shows how Morrisons works with British farmers and makes fresh food in its stores. The second features Christmas treats that are hand-made by Morrisons staff each day, and the third depicts how the retailer helps make Christmas shopping easier by, for example, having express checkouts and running a wine glass hire service.
Each video ends with the strap line 'Make it a magical Christmas…At Morrisons'. The vidoes have been produced with creative agency DLKW Lowe.
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."