Supermarket chain Morrisons is showcasing the variety of its fresh food offering with a series of three new ads focused around its ‘Fresh From Market Street’ brand platform.

Developed in partnership with creative agency Leo Burnett UK, the three 30-second spots; named ‘Fish’, Meat’ and ‘Veg’ illustrate the British-focused sourcing process of the grocer’s produce.

As part of the wider campaign, Morrisons will also be sponsoring the latest series of ‘Clarkson’s Farm’, on Amazon Prime, with two ten-second idents created to run before each episode.

“Imagine if we had to source all of the wonderful, British food from Morrisons Market Street ourselves? This campaign speaks volumes about the lengths Morrisons goes to on our behalf. A little love letter to British food and those who produce it,” said Mark Elwood, chief creative officer at Leo Burnett UK.

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With media planning and buying handled by Wavemaker UK, the campaign will also run across audio visual, out-of-home, radio, social, digital and in-store.

Alex Rogerson, customer and trade planning director at Morrisons added: “From field to fork, acres to aisles and tractors to trolleys, this sponsorship is a celebration of the quality of great British-farmed food, the journey it takes and the farmers who make it possible.”