Magazine article Marketing

Morrisons Shifts Focus to Fresh British Produce

Magazine article Marketing

Morrisons Shifts Focus to Fresh British Produce

Article excerpt

Morrisons will this week roll out changes to its marketing strategy after ditching famous faces from its ads. The supermarket says the shift is a response to rivals challenging its positioning, which centres on fresh food.

The campaign shifts away from the brand's celebrity-led approach, adopted in 2007. Created by DLKW, with media planning and buying by MEC, the latest activity plays upon children's curiosity and tendency to ask questions.

Michael Bates, marketing director at Morrisons, said: 'Any campaign has a life cycle and we feel the time is right to move the message on.'

He added: 'Since focusing on freshness as a differentiator, we've seen others in the marketplace enter that territory too. When you're in that situation, you have to keep reviewing what you're doing.'

This first execution of the campaign aims to communicate that Morrisons is the only supermarket to sell 100% British fresh meat.

The ad shows school children on a trip to a farm and asking farmers and buyers questions about meat. The children are then seen in-store with a butcher, who explains how Morrisons is different to its main rivals, Tesco, Asda and Sainsbury's.

The claim stems from Morrisons owning its fresh-food supply chain, which it says 'cuts out the middle-man'. …

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