IPA Awards: Gold Award - Grand Prix: Morrisons

Sponsored by Thinkbox

Title: Getting your hands dirty with Morrisons
Client: WM Morrison Supermarkets
Entrant: Mediaedge:cia
Authors: Sarah Heyworth, Verica Djurdjevic, Mediaedge:cia
Contributing authors: Ann Wixley, MEC Access; Stuart Sullivan-Martin,
Mediaedge:cia; Michael Bates, WM Morrison Supermarkets
Media used: TV, magazines, internet, interactive, direct marketing,
sales promotion, PR, word of mouth, ambient, coupons/leaflets, other

In a nutshell

Morrisons' 'Let's Grow' campaign encouraged both teachers and children to enjoy growing their own food and generated a payback of £21.57 per £1 spent.

Summary: This paper shows how a new marketing programme generated significant returns at a time when competitors were concentrating on price. Following the success of Morrisons' brand relaunch in 2007, the retailer needed to continue to stay one step ahead of its competitors. The solution was the "Let's Grow" campaign, involving a voucher redemption scheme, providing schools with gardening equipment and seeds, and encouraging both teachers and children to enjoy growing their own food. Communications included a partnership programme with schools and then a national campaign aimed at consumers, featuring TV, print and DM, among others. In its first year, 85 per cent of primary schools registered, 39 million vouchers have been redeemed and "Let's Grow" has generated a payback of £21.57 per £1 spent.

Judge's comment: The Morrisons campaign not only ticked all of the Effectiveness boxes for the judges, it was also interesting, compelling, engaging and had a green element.

- Lord Chadlington, chief executive, Huntsworth; chairman of judges.