Morrisons - Free From

  • EMOTION INTO ACTION SCORE 79.04
  • YEAR 2017
  • Parent company Morrisons
  • AGENCY Publicis
  • CATEGORYRetail/Restaurant
  • SUB-CATEGORY Food
  • COUNTRY United Kingdom
  • MEDIUM TV Short

Our Opinion

Morrisons achieve their best-ever Christmas result with this cute family story – a 4-Star ad which also manages to subtly promote the retailer’s “Free From” food options. The storytelling is tight – a 40-second length ensures the ad doesn’t outstay its welcome while providing a solid emotional payoff. A lot of this year’s ads have focused on siblings, but this is the most charming and successful, with happy respondents calling the brother-sister relationship “really sweet”. It’s a lesson that even if you’re making an ad about a very specific segment of customers, the power of emotion lets you touch everyone.