Morrisons has revealed its Christmas advert for 2022 - and the supermarket has brought back Farmer Christmas to celebrate all things food.
The 60-second clip showcases "the other hero of Christmas" for the second year running, as Morrisons shines a light on the work of British farmers.
The advert starts with Farmer Christmas travelling across snowy fields on a lit-up tractor to his workshop, where Morrisons "elves" are hard at work.
"It's me, Farmer Christmas," he says. "Grower, provider and lover of fantastic festive food."
After arriving at his workshop, Farmer Christmas introduces a Morrisons baker creating puff pastry mince pies in “magic ovens”.
A fishmonger can also be been showing off smoked Scottish salmon, while a butcher passes Farmer Christmas a gammon joint.
Viewers then follow Farmer Christmas as he travels on his tractor to deliver a festive feast to a family, before cheekily inviting himself to sit down and join them.
The advert finishes with Farmer Christmas explaining that Morrisons is the “only supermarket to be officially approved by me”.
The "Officially Approved By Farmer Christmas" stamp will be seen throughout the festive campaign in store and across paid media.
In the coming days, Morrisons Christmas Collector scheme will go live for My Morrisons members enabling them to receive a significant money-off voucher to spend at Christmas if they meet the criteria and shop in the relevant weeks.
Rachel Eyre, Morrisons Chief Customer and Marketing Officer, said: "We know that customers are having to manage their budgets closely at the moment but they have told us they don’t want to compromise on the Christmas meal.
"We’ve brought Farmer Christmas back this year to show them the food and great prices that, thanks to Morrisons foodmakers and farmers, will be available throughout the festive period, all stamped with his seal of approval.”
Dave Monk, Executive Creative Director of Publicis•Poke, who created the ad, said: “Farmer Christmas is back. This year with a twinkle in his eye and a tractor to match.
"As the authority on Christmas food, with a mouth full of his own wisdom and a sack full of Morrisons mince pies, he’s here to remind us all that the most precious moments at Christmas are the ones we spend around the table with our family.”
The advert was directed by Frank Todaro of Moxie Pictures and will launch on TV during Good Morning Britain this Monday, November 7.
It will also be shown in cinemas throughout the festive period.
This advert is the first in a series of ten Christmas TV ads showcasing Morrisons fresh food and festive deals to tie in with the World Cup as well as the Christmas period.
