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All campaigns29 Christmas adverts so far
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10 Nov, 09:53 JD Sports Christmas advert 2026: Create The New swaps festive nostalgia for young creatives 
10 Nov, 09:53 Morrisons Christmas advert 2026: Goldilocks meets the Three Bears in Christmas Made Just Right 
10 Nov, 09:52 Waitrose Christmas advert 2026: Keira Knightley and Joe Wilkinson return in The Perfect Gift 2 13 guides and rulings
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Agencies A to ZMorrisons' Christmas advert for 2026 retells Goldilocks and the Three Bears as a meet-the-parents Christmas, in a 90-second film from Leo UK directed by Nick Ball.
Morrisons has turned Goldilocks and the Three Bears into a story about meeting the parents at Christmas. Christmas Made Just Right is a 90-second film from Leo UK, directed by Nick Ball, and it went up on Morrisons’ YouTube channel on Sunday before its TV debut at 9.15pm on Monday across ITV, Channel 4, Five and Sky.
Mummy and Daddy Bear, played by animatronics, are getting ready for their grown-up son to bring his new girlfriend home for Christmas. Daddy Bear goes to Morrisons Market Street, where the bakers, butchers, fishmongers and deli staff help him put the feast together, enormous salmon included. Mummy Bear readies the house, with a few mishaps along the way.
The girlfriend turns out to be Goldilocks, and she finds a wonky tree, mismatched decorations and a spread that is just right, as Grocery Gazette reported. 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.”
Andrew Long, chief creative officer at Leo UK, said Goldilocks “is a story generations know, but people experience stories very differently today.” MJZ produced the film and Zenith UK is handling the media, with 60, 30 and 10-second cuts running through November and December, according to Decision Marketing. There is also a Baby Bear social takeover, a Gogglebox tie-in and a cuddly bear in stores, with 50p from each one going to Marie Curie.
Last year Morrisons came 13th in our Christmas adverts 2025 ranking with A Year in the Making. This is a much clearer idea. A fairy tale about getting things just right is a neat fit for a grocer selling quality, and the counter staff give Morrisons a story the discounters cannot tell.
The bears are also a welcome change in a year full of famous faces, from Keira Knightley at Waitrose to James Norton at M&S. Characters can come back year after year, and they belong to the brand rather than to an agent. If the bears land, Morrisons has the start of something it can build on, the way Aldi did with Kevin the Carrot.
The weak spot is the reveal. Goldilocks only arrives in the final stretch, so the 90-second version is the only one that tells the whole joke. The 30 and 10-second cuts will have to work on the bears and the food alone.
See every UK Christmas advert of 2026 so far, with the films, updated as each one launches.
He plans, buys and reviews advertising for a living, and helps score campaigns on the site against the same five Crown Score criteria alongside other authors and contributors.
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