‘Confidence and credibility’: How Morrisons’ focus on effectiveness is bolstering marketing
Chris SutcliffeMorrisons’ top marketer says its focus on effectiveness is helping to demonstrate marketing’s role in supporting business growth.
Everything old is new again: Why are brands resurrecting old assets?
Niamh CarrollBrands such as Morrisons, Tango and Branston are bringing back slogans from their past, which they say still have resonance with consumers.
‘We had been playing it too safe’: Morrisons CMO on its brand revamp
Niamh CarrollMorrisons is hoping that being ‘bolder’ about what makes its brand distinctive will drive customer into store, with top marketer Rachel Eyre admitting the supermarket had been “playing it too safe”.
Morrisons highlights loyalty offer in ‘More Reasons to Shop’ campaign
Niamh CarrollMorrisons is using nostalgic brand assets to highlight reasons to choose the supermarket as it fights to regain share losses.
Morrisons resurrects ‘More Reasons to Shop at Morrisons’ tagline
Niamh CarrollAccording to a report in The Grocer, a major new campaign will launch next using the tagline last seen in 2006.
Farmer Christmas returns in Morrisons’ value focused Christmas ad
Molly InnesWith the return of ‘Farmer Christmas’, this year’s Morrisons Christmas ad focuses on the retailer’s value offering.
‘Don’t sugar coat or patronise’: Morrisons and Gousto on leading amid turmoil
Matthew ValentineHaving confidence in a crisis and trusting your team could help brands survive tough times, suggest marketing leaders from Morrisons, Gousto and the British Heart Foundation.
Aldi promises to maintain low prices despite profit slump
Michaela JeffersonAs Aldi and Morrisons battle to be the UK’s fourth largest supermarket, both grocers are investing to keep their prices low amid the rising cost of living.
Morrisons unveils retail media proposition for partner brands
Michaela JeffersonSupplier brands will be able to advertise to Morrisons’ customers through its owned and external media platforms, using its loyalty and ecommerce data to “maximise ROI”.
Waitrose launches first campaign for value range after Asda clash
Lucy TesserasWaitrose sent a legal letter to Asda last month after it unveiled plans for a similarly named budget range – Just Essentials by Asda.
How Morrisons found its effectiveness ‘sweet spot’ with this year’s Christmas ad
Michaela JeffersonMorrisons’ Christmas ad is the third most creatively effective this year, according to System 1’s analysis, with a star rating of 4.7 out of 5.9. The supermarket’s marketing director says the brand is increasingly focused on delivering effectiveness with its advertising.
Morrisons introduces ‘Farmer Christmas’ to champion work of British farmers
Michaela JeffersonCMO Rachel Eyre says the supermarket aims to “celebrate and showcase” all the work, skill and dedication that goes on behind the scenes to grow and make food for Christmas with this year’s festive ad campaign.
Morrisons undertakes ‘significant moves’ to expand local convenience offering
Michaela JeffersonAs rival Asda begins to roll out petrol station convenience stores, Morrisons is upping the number of local format stores it plans to launch this year by an additional 50, while further investing in its Amazon partnership.
‘Food can be a force for good’: Morrisons launches first ad as part of new brand positioning
Lucy TesserasWith its ‘Make Good Things Happen’ brand platform, Morrisons is aiming to highlight the quality and sustainability of its fresh produce after its research showed consumers increasingly want to know how their food is sourced.
Morrisons moves price up the agenda as it looks to become ‘more competitive’
Michaela JeffersonWith a new loyalty scheme, expanding Amazon partnership and plans to invest in communications, Morrisons is confident it will recover from the impact of Covid-19 over the coming year.