Morrisons and DLKW Lowe have launched a Christmas print campaign with a difference, creating beautiful themed wrapping paper featuring key Christmas food items from the Morrisons Christmas range. The full size Wrapping Paper will be included as inserts in select publications this weekend. The Wrapping Paper campaign will also run across OOH and print.

Morrisons takes pride in its commitment to food, knowing where all fresh food comes from and exactly how it’s made so it can ensure consistent great quality, but still at an affordable price. A stand out campaign for the category, providing full size genuine Wrapping Paper proves that the Morrisons have a Christmas range that’s good enough to gift.

The campaign includes seven executions featuring a range of Christmas staples: M Signature British Bronze turkey, M Signature top side of traditional British beef, M Signature deep filled mince pies, carrots, hand-picked Brussels sprouts, freshly baked chocolate chip panettone and stollen.

Corporate brand strategy and communications director Mike Hoban comments “Our customers want to make Christmas special for their families and we want to help make it special for them. We are really proud of our in-store experts that help to make Morrisons distinct and we know that our customers appreciate the great value we offer them on fresh food and famous brands, especially as Christmas approaches.   Our festive wrapping paper campaign is a unique way of showcasing our strong fresh food credentials across those key Christmas staples such as our M Signature British Bronze Turkey which is given time to grow slowly and space to roam free or our Chocolate Chip Panettone which is made instore by our bakers.”