‘Confidence and credibility’: How Morrisons’ focus on effectiveness is bolstering marketing
Morrisons’ top marketer says its focus on effectiveness is helping to demonstrate marketing’s role in supporting business growth.
Morrisons has been investing in a brand refresh over the course of the year, designed to refresh its image following a disappointing 2022. Over that year Aldi overtook it as the UK’s fourth-largest supermarket – necessitating a “braver and bolder” approach to marketing to win back consumers.
In May, the brand resurrected its ‘More Reasons to Shop at Morrisons’ tagline having retired it in 2006, part of a brand refresh triggered by an internal recognition it had ceded some of its identity by “playing it too safe”.
The brand wants to be “bolder” than it has been in recent years, Morrisons chief customer and marketing officer Rachel Eyre tells Marketing Week, with its 2023 Christmas campaign featuring singing oven gloves the latest example of this new direction.
