Morrisons is aiming to roll back the years by reprising its “More Reasons To Shop At Morrisons” strapline from 2006 as well as its More Card loyalty programme from 2016 with a major new advertising and brand campaign launching tonight on ITV.
Created with Leo Burnett, the campaign is designed to celebrate the real and motivating reasons why customers choose Morrisons, in a funny and relatable way.
Following research into Morrisons distinctive brand assets, the campaign will see the return of the strapline, which was introduced in Sir Ken Morrison’s time.
The “More Reasons To Shop At Morrisons” jingle also showed a high level of brand recall and salience in the research and so it has been refreshed with a modern twist, while “retaining all the familiarity and nostalgia of the much-loved original”, according to the supermarket giant.
Morrisons new visual identity also builds on the original branding, with the green and yellow colour pallet and tree logo getting a makeover.
At the heart of the campaign, a series of seven 20″ ads focus on a different reason to shop at Morrisons in a vox-pop and humour-led style, direct to camera. The films end with the new jingle and highlight produce from Morrisons Market Street counters, such as the freshly-baked doughnuts, the 100% British meat sold on Morrisons butcher counters, the fresh produce, salad bar and the café.
Meanwhile, the More Card loyalty programme is also being brought back from the grave, a physical card or app, following trials in a number of stores over the past few weeks.
The More loyalty scheme was launched from the ashes of the Match & More programme in 2016, and was one of the stingiest reward programmes on the market. Under the original scheme, Morrisons customers had to spend £1,000 to receive a £5 voucher; Boots Advantage Card holders can earn £100 for the same spend.
Now, More Card members have to save 5,000 points to receive a Morrisons Fiver, although some products offer extra points. Customers will now be able to earn points on selected products and counters in store and online as well as earning five points for every litre of fuel purchased in a Morrisons petrol filling station.
Morrisons programme of exclusive offers, launched last October for loyalty card members, remains a key feature of the new scheme.
Morrisons chief customer and marketing officer Rachel Eyre said: “Alongside the launch of the new loyalty programme, we are also excited to announce our new brand campaign, ‘More Reasons To Shop at Morrisons’.
“Customers tell us there are so many distinctive and motivating reasons to choose Morrisons, such as helpful tips from our expert butchers and fishmongers, our commitment to British meat and produce or fan-favourite freshly baked doughnuts, and so despite not being used for a long time, ‘More Reasons’ still really resonates.
“The new campaign has marketing effectiveness front and centre throughout the whole planning and development process, across creative and media. The result is a campaign which celebrates customers’ real reasons for choosing Morrisons, in a funny and relatable way. And yes – even the iconic jingle is back.”
Leo Burnett executive creative director Mark Elwood added: “‘More reasons to shop at Morrisons’ and the accompanying jingle are both iconic. Bringing back both for a new audience is a total pleasure, with a new brand identity to boot.
“This campaign highlights the real reasons that our customers shop at Morrisons, time and time again. It’s a funny human campaign that will hopefully be something that resonates with the nation.”
Kickstarting today, an advertising roadblock will feature channel takeovers of The Global Traffic Network, the Daily Mail, and Twitter, with the aim of reaching nearly half of the UK within the first 24 hours.
The wider campaign will run across TV, radio, press, digital display, social media and out of home as well as in Morrisons stores and online, with media planning and buying led by Wavemaker.
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