Morrisons takes the John Lewis route for Christmas – is this entirely wise?

It’s not that there’s anything wrong with this Morrisons Christmas ad from DLKW Lowe, in fact it’s rather good. It encapsulates the gruesomeness of it all very well, and wrestling the Christmas turkey is a nice touch (make your Christmas better, don’t have turkey..).

But is it Morrisons?

Last year we had chirpy Freddie Flintoff who, like him or lump him, is what Morrisons still stands for for lots of people.

But Morrisons has been trying to move upmarket under CEO Dalton Philips and commercial director Richard Hodgson, a former Waitrose man. And you can see a few John Lewis influences (John Lewis owns Waitrose) in this such as lots of emotion and not much product.

But the move upmarket doesn’t seem to be paying off, so far at least. Morrisons is being squeezed by Asda and Aldi, same store sales are down two per cent (calamitous in the UK supermarket business) and Hodgson has fallen on his sword. Morrisons is in danger of being ‘neither nowt nor summat’ as they say in its Yorkshire heartland.

And maybe you can see some of that in this Christmas ad.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. The advert is terrible and we don’t say that. We say ‘summat of nowt’.