Morrisons launches new burst for More Card scheme

Morrisons is ratcheting up its commitment to the More Card loyalty scheme with the launch of a new brand platform and integrated, multi-platform campaign, designed to increase sign-ups and regular use of the programme.

Created by Leo Burnett, the “Pay Less with More Card” push emphasises the significant savings customers can enjoy through its exclusive, significantly lower prices and comes just a week after the supermarket said it would be “getting the big bazooka out” by slashing the cost of over 2,000 products for club members throughout September.

The activity kicks off with two 30″ films that feature customers experiencing light-hearted confusion over the concept of the More Card as they are paying so much less for their shopping.

As customers glance around the More Card signs displayed across their local Morrisons store in bewilderment, the tension builds and the music crescendos as the customers slowly realise, they are paying far less, and the films end with the customers scanning their More Card “triumphantly”.

All activity features a refreshed visual identity, and spotlights the array of products available at lower prices. The campaign spans TV, print, digital OOH, social and a radio partnership with Bauer Media.

In addition, “Pay Less with More Card” features a range of social creative spots including a “Trolley v Trolley Competition”, where customers will race against the clock to list as many discounted products as possible.

A lucky few participants will win their weekly shop. The challenge will be further amplified in-store, pitting customers against each other in a head-to-head battle while Morrisons employees across the nation will announce the More Card deals to unsuspecting customers over the tannoys with the reactions captured via social channels.

The aim for the social campaign is to showcase that with so many deals landing each week, it is a challenge to name them all.

Morrisons and Leo Burnett will also show audiences how to maximise the More Card prices with a special edition of the CookMark Series. Audiences will join budgeting recipe content creators to cook up meals under a budget, made only with products included in More Card Prices.

The campaign follows Morrisons expanding Leo Burnett’s scope, adding social to its creative remit in June 2024. All media has been planned and bought by Wavemaker UK.

Morrisons CEO Rami Baitiéh said: “The More Card loyalty scheme is at the heart of our commitment to offering unbeatable value to our customers. With the ‘Pay Less with More Card’ campaign, we’re not just highlighting the incredible savings available but also making it fun and engaging for our customers to discover all the benefits of being a More Card member.”

Leo Burnett UK creative director Kimberley Gill added: “Loyalty is a busy and noisy space. So, we wanted to celebrate the More Card in an entertaining and ownable way. With a good dollop of storytelling, plenty of interactive challenges, and finished off with our More Card Merch Man.”