Morrisons is launching what it claims is the biggest UK supermarket cash giveaway, ‘Morrisons Millions’, during which it will hand out £2m to customers over a two-week period.
An integrated promotional campaign, devised by Pulse Group, will run across TV, digital media, in-store, press advertising and radio. DLKW developed the advertising, while Candi has designed the digital elements; media is being handled by MEC.
The strategy and execution of the campaign is based around a simple and transparent experience, offering real cash rather than money-off vouchers, during a time when many consumers are cutting back on spending. Every one of Morrisons’ 465 stores will give £100 cash away each day to three randomly selected ticket numbers, with the winners announced the next day in-store and online.
Morrisons head of in-store marketing Joe Ward said: “The great thing about Morrisons Millions is the prize is cash – not vouchers or points – cash in your pocket. It’s a really straight forward and fun promotion with no strings attached and it will give lots of our customers an amount that will make a difference to them just when they need it. All on top of our low prices and great deals.”
Pulse Group chief executive Mike Spicer added: “Morrisons wanted us to come up with something new and different. In a world of discounting prices we wanted something that would actively engage their customers and give something back.
“The scale of this campaign is exciting not merely in terms of how much money is being given away, but in the seamless integration of one message, in-store and across multiple channels.”
