'Farmer Christmas' drives a festive tractor in Morrisons' holiday ad

UK supermarket Morrisons features a character called "Farmer Christmas" in its Christmas ad, which focuses heavily on showcasing its range of festive food.

This year's effort from Publicis Poke sees the character, who first appeared last year, driving a tractor through a store and speaking in a rich Welsh brogue as he passes store employees preparing various festive foods. The cheery ad was directed by Frank Todaro of Moxie Pictures.

"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," said Rachel Eyre, Morrisons Chief Customer and Marketing Officer, in a statement.

Dave Monk, Publicis Poke executive creative director, added: "As the authority on Christmas food, with a mouth full of his own wisdom and a sack full of Morrisons mince pies, he’s here to remind us all that the most precious moments at Christmas are the ones we spend around the table with our family, and that the presents on our tables make Christmas just as special as the presents under the tree.”