Morrisons has unveiled its 2026 Christmas advertising campaign, reworking the Goldilocks and the Three Bears story to celebrate how personal customs define festive traditions. The 90-second spot, called Christmas Made Just Right, will premiere tonight at 9:15 p.m. across ITV, Channel 4, Five, and Sky TV.
The advertisement follows Daddy Bear and Mummy Bear as they prepare to welcome their grown-up son and his new girlfriend home for Christmas. Daddy Bear visits Morrisons Market Street, where the supermarket’s skilled bakers, butchers, fishmongers, and deli colleagues help him prepare the family’s festive feast, including an enormous salmon. Meanwhile, Mummy Bear attempts to get the family home ready, with a few mishaps along the way.
When Baby Bear finally arrives, his girlfriend is revealed to be Goldilocks, who discovers a warm and welcoming Christmas celebration complete with a wonky tree, mismatched decorations, and a carefully prepared festive spread. The campaign aims to showcase Morrisons’ ‘fresh food expertise and its ability to cater to different tastes and family traditions’.
Beverley Lumb, Morrisons’ marketing and advertising director, said: “Everyone has their own idea of what makes Christmas ‘just right’ alongside their own family traditions that make the day feel truly magical. As Christmas comes in all shapes and sizes, we pride ourselves on delivering good, honest value, ensuring every piece of festive fare is crafted with the thought, care, and quality for everyone gathered around your table.”
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The advert was created by Leo UK and directed by Nick Ball, whose previous work includes campaigns for Tesco, IKEA, and Uber Eats. The Three Bears are brought to life using animatronics, with each character given their own distinct personality. To support charitable efforts, Morrisons is releasing an exclusive cuddly bear toy, with 50p from every sale donated to Marie Curie.
Alongside the TV campaign, Morrisons is launching a series of social media activations, including a Baby Bear takeover, teaser content across Instagram and TikTok, and a special Gogglebox partnership featuring the show’s stars reacting to the advert.
Andrew Long, Leo UK’s chief creative officer, said: “Goldilocks and the Three Bears is a story generations know, but people experience stories very differently today. So we’ve built the campaign to work in different ways too: our Christmas TV spot tells the parents’ story, while our social takeover gives Baby Bear his own voice.”
