Morrisons retells Goldilocks for Christmas campaign
Morrisons’ Christmas advert will make its national TV debut on Monday 9 November at 9.15pm on ITV, Channel 4, Five and Sky.
There will also be highlight clips released on Instagram and TikTok from 6am.
Subscribe to TRBThis year, the campaign is a modern retelling of the Goldilocks story in which “everyone likes things a little differently”.
The 90-second ad brings Goldilocks and the Three Bears together for Christmas, with Morrisons’ bakers, butchers, fishmongers and deli colleagues at its heart.
The advert tells the story of a mum and dad preparing for their grown-up child to bring a partner home for Christmas for the first time, with the twist that the parents are Mummy and Daddy Bear.
Daddy Bear heads to Morrisons Market Street, where fresh food makers help him prepare the family’s festive spread, including an enormous salmon. A Morrisons fishmonger provides expert cooking instructions to ensure it is “just right” for the big day. At home, Mummy Bear sets about making the house just right, with a few bear-shaped mishaps along the way.
When Baby Bear arrives, his new girlfriend is revealed to be Goldilocks. As “Goldie” steps inside, she finds a Christmas that is warm and welcoming rather than fairy-tale flawless. The tree is wonky, the decorations and place settings do not match, and her chair is showing signs of disrepair.
Her face lights up at the Christmas spread, with a perfectly sized place setting for each of them. As she sits down to dinner, it is clear that everything has been chosen and prepared with love and care, especially for her.
The advert ends with the campaign line: “Christmas Made Just Right”.
Beverley Lumb, marketing and advertising director at Morrisons, said: “Everyone has their own idea of what makes Christmas ‘just right’ alongside their own family traditions that make the day feel truly magical.
“As Christmas comes in all shapes and sizes, we pride ourselves on delivering good, honest value, ensuring every piece of festive fare is crafted with the thought, care and quality for everyone gathered around your table.
“From award-winning smoked salmon and perfectly sliced glazed Christmas ham, to golden mince pies, freshly baked in store or British-grown fresh veg, our skilled bakers, fishmongers, butchers, and deli teams craft fresh food daily and help customers find exactly what they need, from the right cut to the perfect portion.”
The campaign also includes a special Gogglebox partnership featuring the stars’ reactions to the advert.
