Watch: Morrisons reimagine much-loved fairy tale for 2026 Christmas advert

Morrisons have reimagined a much-loved fairy tale for their 2026 Christmas advert released today (Monday 9 November).

The 90-second advert brings Goldilocks and the Three Bears together for Christmas, playing on the familiar idea that everyone likes things a little differently.

The advert tells the familiar story of a Mum and Dad preparing for their grown-up child to bring a partner home for Christmas for the first time. It just so happens that these parents are Mummy and Daddy Bear.

Daddy Bear heads to Morrisons Market Street, where fresh food makers help him prepare the family’s festive spread including an enormous salmon, with expert cooking instructions provided by a Morrisons Fishmonger to ensure it’s ‘just right’ for the big day.

At home Mummy Bear sets about making the house just right, with a few bear-shaped mishaps along the way. When Baby Bear finally arrives, his new girlfriend is revealed as Goldilocks.

As ‘Goldie’ steps inside, she finds a Christmas that is warm and welcoming rather than fairy-tale flawless. The tree is wonky, the decorations and place settings do not match and her chair is showing signs of disrepair. Her face lights up at the beautiful, homely Christmas and mouthwatering spread with a perfectly sized place setting for each of them. As she sits down to dinner, it is clear that everything has been chosen and prepared with love and care, especially for her.

The advert ends with the campaign line: “Christmas Made Just Right”.

It will make its national TV debut at 9.15pm on major networks including ITV, Channel 4, Five and Sky TV.

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. As Christmas comes in all shapes and sizes, we pride ourselves on delivering good, honest value, ensuring every piece of festive fare is crafted with the thought, care and quality for everyone gathered around your table.”

“From award-winning smoked salmon and perfectly sliced glazed Christmas ham, to golden mince pies, freshly baked in store or British-grown fresh veg, our skilled bakers, fishmongers, butchers, and deli teams craft fresh food daily and help customers find exactly what they need, from the right cut to the perfect portion.”

The ad was directed by award-winning film maker Nick Ball, whose credits include campaigns for Uber Eats, Tesco and IKEA and work with Mariah Carey, Chris Hemsworth, Tina Fey and Christopher Walken. The Three Bears are brought to life as animatronic characters, with each given their own personality and performance.

Andrew Long, Chief Creative Officer at Leo UK, said: “There’s a huge amount of craft in bringing a family everyone knows to life and giving each bear their own personality. For us at Leo, this is also a great example of Populist Creativity that gets people talking.

“Goldilocks and the Three Bears is a story generations know, but people experience stories very differently today. So we’ve built the campaign to work in different ways too: our Christmas TV spot tells the parents’ story, while our social takeover gives Baby Bear his own voice. Each generation gets its own way into the story, just as Morrisons helps people make Christmas ‘just right’ for all the different tastes around their table.”

Morrisons is launching an exclusive cuddly bear plush toy, with 50p from the sale of every bear being donated to Marie Curie.