Morrisons has handed its digital marketing account to Tribal Worldwide as the supermarket chain gears up to launch its online grocery shopping service early in the new year.
The retailer revealed its online strategy to the City at the end of last month. It includes a facility to make it easy for shoppers to switch from rival supermarkets by importing shopping lists from the sites of Tesco, Asda, Waitrose, Sainsbury’s and even its partner in the scheme, Ocado.
It will also undercut rivals by offering delivery slots for as little as £1.
But as the last of the major supermarkets to embrace online shopping, Morrisons is playing catch-up, and Tribal has been briefed to put technology at the heart of the business. The Omnicom agency will join the existing roster of agencies led by DLKW and will work on Morrisons’ digital communications strategy and messaging.
Morrisons marketing brand director Belinda Youngs commented: “We will be enhancing our digital communications throughout 2014 and have decided to appointed Tribal Worldwide, London to support this based on their very strong digital marketing skills, experience and creativity. They are a great addition to our existing roster of agencies.”
Tribal Worldwide managing director Tom Roberts added: “Morrisons has committed to putting technology at the centre of its customer experience. We are looking forward to drawing on our strength and experience in this industry, developing engaging and creative digital communications to help foster even deeper relationships between Morrisons and its customers.”
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