Supermarket advertising…doncha just love it? Well, to be honest, it’s not exactly an easy brief so, understandably, much of it is pretty mundane.
However, here comes a new campaign from Morrisons which at least takes a different approach. Devised by Leo Burnett UK, the new activity aims to highlight the supermarket’s direct relationship with British farmers and fisherman as well as its commitment to getting quality produce onto the nation’s tables in its new integrated brand campaign, Fresh from Market Street.
At the heart of the campaign are three 30” films – Fish, Veg and Meat – directed by filmmaker Nick Ball, the director behind global successes such as Wrigley’s ‘For When It’s Time’ and Ikea’s ‘The Troll’.
Set on stormy seas and in muddy fields battered by wind and rain, each film follows determined shoppers who go to extreme lengths to source its food. From hauling fish from choppy waters to pulling veg from the earth with trolley in tow, the message is simple: shoppers don’t need to go to these extremes to source their food as Morrisons has done the hard work for them.
The films are supported by a series of 10” spots pairing sweeping British landscapes with Market Street food visuals, connecting the beauty of the land and sea to Morrisons’ produce.
Parts of the campaign also feature real-life Morrisons suppliers from across the UK; from strawberry growers in Scotland to sweetcorn farmers on the Isle of Wight. Each month one product will be spotlighted across the campaign as part of a wider seasonal storytelling strategy, further championing British produce and the growers behind them.
Fresh from Market Street runs across AV, OOH, radio, social, digital and in-store for three months. Media planning and buying has been handled by Wavemaker UK.
Leo Burnett UK chief creative officer Mark Elwood said: “Imagine if we had to source all of the wonderful, British food from Morrisons Market Street ourselves? This campaign speaks volumes about the lengths Morrisons goes to on our behalf. A little love letter to British food and those who produce it.”
So, what is the consensus around the Decision Marketing office?
Well, as previously stated, this is a nice change from the old “come-to-us-because-we’re-way-cheaper-than-Lidl-and-Aldi” marketing, and it should at least make consumers think about where their grub is coming from. However, like most supermarkets, it is all about location, location, location.
Will this be enough to get shoppers to make a special visit if they haven’t got a local store? Who knows…we do like the ads though!
Decision Marketing Adometer: A “fresh as a daisy” 8 out of 10
