Morrisons' Christmas advert for this year once again features the "other hero" of the festive season - Farmer Christmas.
Aiming to highlight what an amazing job that farmers do at Christmas time, the minute-long ad focuses on his journey delivering a festive feast to a family.
It also showcases the very best of British food and how the farmers are committed to their work so that we can enjoy it during the festive season, the Mirror reports.
The advert starts with Farmer Christmas on his way to his workshop filled with Morrisons "elves". Travelling through snow-covered fields on a festive lit-up tractor, he says: "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 making delicious mince pies in "magic ovens"
We can also see a fishmonger proudly showing off some Scottish smoked salmon, while a butcher hands Farmer Christmas a gammon joint.
Once the feast is all ready, Farmer Christmas sets off to deliver it to one family's home for dinner - and even asks if he can stay 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 can be spotted in store and in paid media.
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.”
The advert was directed by Frank Todaro from Moxie Pictures and will be shown on TV for the first time during Good Morning Britain on Monday, November 7. Cinemas will also be showing it during the festive period.
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