Morrisons is celebrating the vital role that hosts play over the festive period in its 2024 Christmas ad, which also sees the return of its popular singing oven gloves.
Developed in partnership with creative agency Leo Burnett, the campaign will be centred around a 60-second hero film that features an uplifting rendition of ‘Give a Little Love’ from Bugsy Malone, performed by the oven gloves themselves.
The grocer’s festive spot will premiere tonight (4 November) during ITV’s Coronation Street and spotlights its delivery services, its ‘The Best’ food range and its ‘Market Street’ in-store vendors.
This year, the gloves have been voiced by a 26-strong choir of Morrisons employees who recorded their version of the showtune at the iconic Abbey Road Studios in London.
“Morrisons is here to ensure that every host can put on the greatest show at home this Christmas,” Morrisons group customer and marketing officer, Alex Rogerson said.
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“We know that hosting can come with some pressure, but with our top-quality Christmas range and a little help from Morrisons experts and our singing oven gloves – our customers are set to shine bright this Christmas, with our range of great value food that looks spectacular, and tastes just as good.”
Directed by ‘The Greatest Showman’s’ Michael Gracey, the film will run across TV, social media and cinema, supported by further out-of-home, audio and print executions. Media planning and buying was handled by Wavemaker.
Last year’s ‘fan-favourite’ Cat Glove is also set to be given its own spin-off campaign, which will introduce the ‘Kitten Mittens’ across a series of 20-second food and drink focused ads across TV and radio.
Leo Burnett UK chief creative officer, Mark Elwood added: “The oven glove puppets have become an icon of Morrison’s Christmas, embodying the heart and soul of every festive kitchen.
“This year, we wanted to take them to the next level by giving them their own voices, turning them into inspiring and supportive companions for hosts all over the nation. Highlighting the journey every Christmas chef goes through; we knew this theatrical take and ‘The Greatest Showman’ Director Michael Gracey, would truly bring this to life.”
