Morrisons is bringing back its ‘More Reasons To Shop At Morrisons’ strapline in a new campaign that includes a rework of the iconic jingle. Created with Leo Burnett, the campaign will celebrate the real and motivating reasons why customers choose Morrisons, in a funny and relatable way.
The 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.
Following research into Morrisons distinctive brand assets, the campaign will see the return of the ‘More Reasons To Shop At Morrisons’ strapline, which was introduced in Sir Ken Morrison’s time and still resonates strongly with consumers despite last being used in 2006.
The strapline also showed a very 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 original. Morrisons bold new brand world and visual identity builds on the original branding. Specifically, the green and yellow colour duo and tree logo has been modernised and remains central to the new campaign after performing strongly in the research.
At the heart of the campaign, a series of seven 20-second ads focus on a different reason to shop at Morrisons in a vox-pop and humorous style, direct to camera. The films all end with the catchy new jingle and highlight Morrisons Market Street counters.
A further ‘reason’ is the new More Card loyalty programme which can be used as a physical card or app and has been trialled in a number of stores over the last few weeks. 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. Once a customer has saved 5,000 points, they will receive a Morrisons Fiver which can be redeemed on a future shop, in store or online. Morrisons’ programme of exclusive offers, which launched last October for loyalty card members, remains a key feature of the new scheme.
“Alongside the launch of the new loyalty programme, we are also excited to announce our new brand campaign, ‘More Reasons To Shop at Morrisons’” said Rachel Eyre, Chief Customer and Marketing Officer 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.