Morrisons Reimagines Goldilocks for 2026 Christmas Advert
Morrisons launches its 2026 festive campaign with a 90-second advert reimagining Goldilocks and the Three Bears, focusing on family traditions and fresh food.
Morrisons has unveiled its 2026 Christmas advert titled 'Christmas Made Just Right', featuring a reimagined tale of Goldilocks and the Three Bears. The 90-second campaign debuts on ITV, Channel 4, Five and Sky TV at 9.15pm.
The advert follows Mummy and Daddy Bear's frantic preparations after a last-minute text from their grown-up son, Baby Bear, announcing he is bringing someone home. Daddy Bear visits Morrisons Market Street, where skilled bakers, butchers, fishmongers and deli colleagues help him prepare a festive feast that includes an enormous salmon. Mummy Bear decorates the tree, with a few humorous mishaps along the way. Baby Bear's girlfriend is revealed to be Goldilocks.
Beverley Lumb, marketing and advertising director at Morrisons, said: "Everyone has their own idea of what makes Christmas 'just right' alongside their own family traditions that make the day feel truly magical." The supermarket explained it wanted to lure customers in with the traditional 19th-century fairytale, celebrating the personal touches that make the season special.
Campaign Craft and Character
The Three Bears are brought to life using animatronics, with each character given a distinct personality. The advert was created by agency Leo UK and directed by Nick Ball, known for previous campaigns for Tesco, Ikea and Uber Eats. Andrew Long, chief creative officer at Leo UK, commented on the modern retelling. "Goldilocks and the Three Bears is a story generations know, but people experience stories very differently today," he said.
The campaign is designed to work across multiple platforms. While the TV spot tells the parents' story, social media activations give Baby Bear his own voice. Teaser content is rolling out across Instagram and TikTok as part of a broader Baby Bear takeover.
Multi-Platform Festive Push
Morrisons is supporting the advert launch with several linked initiatives. A special partnership with Gogglebox will feature the show's stars reacting to the advert. The supermarket is also releasing an exclusive cuddly bear toy, with 50p from every sale donated to the charity Marie Curie.
Lumb stated that Morrisons prides itself on delivering good, honest value, ensuring every piece of festive fare is crafted with care for everyone gathered around the table. The campaign aims to showcase the retailer's fresh food expertise within a classic story framework.
The Seasonal Advert Landscape
Morrisons has become the latest supermarket to release its Christmas advert, joining a competitive field of festive storytelling. Other major retailers have also launched their campaigns for the season.
The John Lewis campaign, made with the cost-of-living crisis in mind, shows grandmother Gloria creating a festive den for her grandchildren. Sainsbury's ad sees the return of the BFG, who is helped by a staff member on a daring delivery mission. Lidl's campaign features a communal festive singalong.
The Morrisons advert will debut on ITV, Channel 4, Five and Sky TV at 9.15pm, launching a 90-second campaign that celebrates family traditions and festive food.
