After acquiring Safeway in 2004, Morrisons experienced a seemingly inexorable three-year decline in its market share. This paper explains how its advertising improved perceptions of Morrisons' food quality, which was the biggest issue holding the brand back. To resume growth, the strategy focused on the story hidden at the heart of Morrisons' 'Market Street' offer: more food is made and prepared fresh in-store every day than in any other supermarket. The 'Fresh choice for you' campaign used TV and print media to promote this difference. It has reversed Morrison's three-year market share decline and transformed it into Britain's fastest-growing supermarket, generating an estimated payback of £13 per every £1 spent.
Coming from a business that didn't believe in marketing, it's astonishing that marketing communications led to a turnaround of its fortunes. By focusing on how they could be different, Morrisons changed people's perceptions of the brand and, in doing so, also improved business performance.
- Roisin Donnelly, corporate marketing director, Procter & Gamble
Title: Fresh growth for Morrisons
Client: Wm Morrison Supermarkets
Entrant: Delaney Lund Knox Warren & Partners
Authors: Sandya Piyasena, Alex Kuropatwa, Delaney Lund Knox Warren &
Contributing authors: Michael Bates, Richard Burgess, Wm Morrison
Media used: TV, national newspapers, magazines
IN A NUTSHELL
The 'Fresh choice for you' campaign transformed Morrisons into Britain's fastest-growing supermarket and generated an estimated payback of £13 per every £1 spent.