The supermarket chain says the shift is a reaction to rival brands moving into its territory, which focuses on fresh food.
The campaign moves away from its celebrity-led approach it adopted in 2007.
Created by DLKW, with media planning and buying handled by MEC, the activity plays upon children’s natural curiosity and tendency to ask questions.
Michael Bates, marketing director at Morrisons, said: "Any campaign has a life cycle and we feel that the time is right to move the message on."
He added: "Since focusing on freshness as a differentiator, we’ve seen others in the marketplace enter that territory too. When you’re in that situation, you¹ve got to keep reviewing what you’re doing."
This first execution of the campaign aims to communicate the fact that Morrisons is the only supermarket to sell 100% British fresh meat and poultry. The spot was directed by Saul Dibb.
The ad shows school children on a trip to a farm, asking farmers and buyers questions about meat. The children are then seen in-store with a butcher, who explains how Morrisons is different to its main rivals, Tesco, Asda and Sainsbury’s.
The claim stems from Morrisons owning its fresh-food supply chain, which it says "cuts out the middle-man".
The strategy also marks a change to the brand’s strapline, "Fresh choice for you". It will now use "Eat fresh. Pay less" to promote its freshness message, while appealing to consumers' wallets.
The 40-second brand-led TV ad will be followed in ad breaks by a 10-second product-price deal. There will also be press and online activity.
Morrisons' strategy also supports its Let's grow voucher scheme. The initiative, which it launched in 2008, encourages customers to collect vouchers in-store that can be redeemed for gardening equipment for schools.
Let’s grow, which has more than 20,000 participating schools, competes with Tesco’s Schools and Clubs scheme ,and Sainsbury’s Active Kids initiative.
Last year it won the IPA Effectiveness Grand Prix, having generated a claimed ROI of £21.57 per £1 spent.
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