Do the three bears deliver for Morrisons?

You can’t accuse agencies of a lack of effort, money and special effects this Christmas and Morrisons with agency Leo UK has gone big this year – with a spin on Goldilocks and the three bears.

It’s another pretty implausible tale – so is Waitrose in its own way – but nicely done.

The trouble seems to be, with a supermarket, that you seemingly have to build to the pack shot. Everybody diving in to the Christmas feast. But one festive table looks much like another, even with bears. Could have had more of the bear and the fishmonger.

MAA creative scale: 5.