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Farmers applaud Morrisons for pro-farming Christmas TV advert

Philip Case 18 November 2021
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© Publicis.Poke/Morrisons© Publicis.Poke/Morrisons

British farmers have thanked Morrisons for recognising their hard work “behind the scenes” growing the food for families at Christmas and throughout the year.

The retailer has launched a Farmer Christmas TV advert, which tells the story of “Farmer Christmas”, who works all year to deliver a delicious Christmas feast to tables across the country.

The 60-second ad follows two young friends visiting the North Pole farm, where the festive food is grown.

Instead of a sleigh, it features the alternative festive hero flying his “magic” combine harvester through a field to cut the wheat used to make flour for mince pies.

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The friends then sneak into his workshops where butcher, bakers, fishmongers and other workers prepare the food to “make Christmas happen”.

The ad, created by Publicis.Poke, ends with the friends excitedly declaring “he’s been” as they sit around a table full of festive foods including turkey, Brussels sprouts and roast potatoes, to enjoy their Christmas meal.

Morrisons says the ad is part of its ongoing support for British farmers, which includes a commitment to only sell 100% fresh British meat and using only British flour in its bakeries.

Rachel Eyre, a spokeswoman for Morrisons, said: “[Our ad] aims to celebrate and showcase all the hard work, skill and dedication that goes on behind the scenes to grow and make the food for Christmas throughout the year.

“From all the British farmers and growers we work with directly, to our 105,000 colleagues who are delivering, stocking, making and preparing fresh festive food, to bring our customers a Christmas feast for their table.”

Recognition

Farmers have taken to social media to thank Morrisons for their support, coming on the back of the COP26 climate summit in Glasgow, where environmental groups targeted animal agriculture for its role in global greenhouse gas emissions.

On Twitter, Norfolk farmer David Hillier said: “[I] hate talking about Christmas so early, but well done to Morrisons.”

Staffordshire dairy farmer and Farmers Weekly columnist Liz Haines said: “Thank you Morrisons for putting farmers at the heart of Christmas. It’s nice to be recognised.”

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