Waitrose’s campaign, ‘You Can Taste When it’s a Waitrose Christmas’, featuring Extras actress Ashley Jensen, is designed to show that “the best bit of Christmas is the food”.

Morrisons’ ad celebrates the farmers, who – like Father Christmas – work “all year, too” to deliver a “delicious Christmas feast to tables all over the country”. 

The grocer is British farming’s single biggest customer and has “chosen to hero farmers as a way of thanking them for all the work they do to help make Christmas so special”.