Morrisons unveils its 2024 festive campaign, bringing back the popular singing oven gloves.
- The advertisement premieres during ITV’s Coronation Street, enhancing its reach to a wide audience.
- Featuring a choir of 26 Morrison employees, the ad is set to ‘Give a Little Love’ from Bugsy Malone.
- Directed by Michael Gracey, the ad marries whimsical animation with festive cheer.
- Morrisons aims to relieve hosting pressures with its Christmas range and engaging media strategy.
Morrisons has launched its much-anticipated 2024 Christmas advert, starring last year’s beloved singing oven gloves. The advert was crafted by creative agency Leo Burnett and is set to air tonight during a prime slot on ITV’s Coronation Street. This strategic timing ensures the advertisement reaches a broad audience, capitalising on the popularity of the show.
The soundtrack, ‘Give a Little Love’ from Bugsy Malone, was recorded by a choir of 26 Morrisons colleagues at the renowned Abbey Road Studios. This unique performance infuses the ad with a touch of authenticity and charm, as employees lend their voices to the festive melody, enriching the overall viewing experience.
Directed by Michael Gracey, known for ‘The Greatest Showman,’ the ad combines vibrant animation with a theatrical touch. It portrays the animated oven gloves lending moral support to Christmas chefs across a variety of festive kitchens, encouraging them in their culinary pursuits.
Throughout the 60-second advertisement, an array of food from Morrisons’ ‘The Best’ range is featured, including British turkeys, whole salmon, and festive desserts. This inclusion subtly promotes the supermarket’s broad festive offerings while aligning with the seasonal theme.
Morrisons’ group customer and marketing officer, Alex Rogerson, highlighted the company’s commitment to supporting hosts during the holiday season. He stated that with the combination of Morrisons experts and the whimsical oven gloves, customers are set to ‘shine bright this Christmas.’
The campaign extends beyond television to encompass digital, social media, cinema, and outdoor platforms. This diverse media strategy increases the advertisement’s visibility and engagement with different audience segments.
Morrisons has cleverly incorporated social media into the campaign, launching a series of playful content featuring the oven gloves. This includes unboxing videos and short films where the gloves suggest dishes for festive occasions, effectively engaging with online communities.
Morrisons’ 2024 Christmas advertisement ingeniously blends whimsy and marketing strategy to capture festive spirit and consumer attention.
