DLKW Lowe has found a new way to present Morrisons supermarket’s Christmas goodies in the UK. A way that avoids the Christmas advertising crowds.

A way that people will share.

The campaign features wrapping paper whose motifs are the Christmas yummies people can buy at Morrisons. And they are presented in a way that makes you want to lick the paper.

The paper forms the backdrop for a series of print ads. Full size sheets of the paper were also included as inserts in various UK publications this weekend so that people can wrap their own pressies in beautiful images of Morrisons’ Christmas food….

Note the word, image. This is an image campaign for Morrisons. Patrice de Villiers photography is so beautiful it overrides Cheap, cheap and Down, down. And Christmas is the right times of year to pump quality over price, is it not?

Creative credits: 

Agency: DLKW Lowe

Executive creative directors: Richard Denney & Dave Henderson

Creative director: Tom Hudson

Creative team: Ben McCarthy & Seb Housden

Agency producer: Rowena Houghton

Photographer: Patrice de Villiers

Retoucher: Glenn Pothecary

Head of design: Ryan Self

Designer: Augusta Lindquist