In the midst of the pandemic conversations about food and connecting around food has been one of the key ways in which consumers have navigated the unprecedented demands of the past year. Whether baking banana bread, soda bread, cupcakes, or a seemingly endless round of lunches. dinners and breakfasts food has been a focal point of life.

Its a connection and moment of joy which is brought to life with flair in Publicis•Poke’s new ads for Morrisons. which forms the first TV spot of the supermarket’s new ‘Make Good Things Happen’ brand platform. 

The ad, which is shot through the eyes of a child, shows the journey that goes into growing and making the food Morrisons sells, as well as the joy that it brings around the dinner table. In the wake of a period of home-cooking by necessity, the spot is a joyful reminder of the satisfaction that comes with giving good food to good people. While its positive and uplifting tone is a creative example of the power of post-pandemic positivity.  

Alex Rogerson, Marketing Communications Director at Morrisons, said: “During the pandemic, food has become even more important - it has become a way to make good things happen in the hardest of times.  Our new brand platform aims to help support the nation’s journey to improve the way it produces, purchases, cooks and eats food to help ‘Make Good Things Happen’ for the next generation.”

Dave Monk, Executive Creative Director, Publicis•Poke, added: “11m people cross a Morrisons threshold each week. If we can encourage all of them to make one good thing happen to each other, that’s a lot of small but impactful good deeds throughout the year. And if we can help elevate people out of their food rut by inspiring them across their commerce journey with a little magic from kids’ imagination, all the better for it.”

The ad is a powerful reminder of the importance of appreciating good food and a timely reminder that while we might have perhaps become a bit bored of cooking and cleaning up over the past 12 months, good food is a source of joy and togetherness.