Goldilocks and the Three Bears gets a Christmas 2026 makeover in Morrisons holiday campaign by Leo UK. The work plays on the familiar idea that everyone likes things a little differently, tied together with the Morrisons’ promise, Christmas Made Just Right. It made its UK TV debut on Monday November 9 across major networks including ITV, Channel 4, Five and Sky TV, with highlight clips dropping across Instagram and TikTok earlier that morning.

The hero commercial was directed by Nick Ball. The Three Bears are animatronic characters, with each given their own personality and performance.

Andrew Long, chief creative officer at Leo UK, stated, “At Leo, we always aim to create work that gets people talking. Christmas is one of those few moments when everyone is already excited to talk about ads, so our aim this year was to give people even more reasons to talk about Morrisons, and all of the things it does to make Christmas just right. And what better way to do that than by taking a story everyone knows and loves and reimagining it for the modern world? Goldilocks and the Three Bears gives us a brilliant way to celebrate all the different tastes, personalities and generations around the Christmas table, with a campaign that has something for everyone. From our epic launch film that introduces the idea, through to a social takeover by Baby Bear.”

Ahead of the campaign launch, unbranded teaser activity has seen mysterious bear sightings appear across Leeds and Bradford, driving conversation and intrigue before Morrisons is revealed as being behind them.

In parallel to TV, a week-long Instagram takeover tells Baby Bear & Goldilocks side of the story, following their journey home through Gen Z style photo dumps, short videos and Stories, including a ‘not too hard, not too soft’ launch of their relationship.

Nationwide out-of-home executions extend the story of the Bears through candid photos from their Christmas, showing relatable family Christmas moments such as Dad falling asleep on the sofa or the much-loved ‘Who am I?’ Post-it note game.

The full campaign covers TV, digital, social, print, OOH and in-store, with 90-, 60-, 30- & 10- second edits running throughout November and December.

Morrisons will also partner with Gogglebox on November 20 for a special full ad-break takeover featuring reactions from the programme’s cast.

Credits:
Client: Morrisons
Advertising Agency: Leo UK
CCO: Andrew Long
Creative Director: Kim Gill
Senior Creatives: Jack Stoten & Connor Wynn
Head of Writing: Gareth Butters
Executive Producer: Verity Elvin
Producer: Kate Reynolds
Account Management Team: Sophie Garrett, Ben Mallins, Jess Lakay & Michelle Oyinlola
Project Manager: Anna Matyasovski
Planning Team: Rebecca Priest: Oliver Edridge

Media Buying Agency: Zenith
Production Company: MJZ
Director: Nick Ball
Managing Director: Lindsay Turnham
Executive Producer Dickie Jeffares
Head of Production: Lucy Jones
Producer: Stephen Johnson
Director of Photography: Matyas Erdley
1st Assistant Director: John Lowe

Editing: Stitch
Editor: Leo King
Assistant Editor: Ruoyu Ou

Sound Design: Sam Ashwell & Mike Bovill
Post-Production & VFX: Untold Studios
Head of Production: Tom Igglesden
Executive Producer: Tomek Zietkiewicz
Producers: Elle Lockhart, Chris Preston-Barnes