This is populist creativity to the max – everyone has an oven glove in their kitchen and they are the secret heroes of every Christmas in the land. There is a banging 80s tune, a nation-wide oven glove singalong and you’ve got a campaign everyone can get involved in.

Singing oven gloves are unapologetically populist and fun – a world first of oven glove karaoke – part of a massively integrated campaign across all touchpoints, including check out workers and delivery drivers right through to the nation at large. The film visits households across the country as oven gloves sing in support of the hosts who prepare.

This campaign had an 8 week run across all media and had a massive impact on Morrisons in the Christmas period.