Farmer Christmas returns in Morrisons’ value focused Christmas ad
Molly InnesWith the return of ‘Farmer Christmas’, this year’s Morrisons Christmas ad focuses on the retailer’s value offering.
‘Don’t sugar coat or patronise’: Morrisons and Gousto on leading amid turmoil
Matthew ValentineHaving confidence in a crisis and trusting your team could help brands survive tough times, suggest marketing leaders from Morrisons, Gousto and the British Heart Foundation.
Aldi promises to maintain low prices despite profit slump
Michaela JeffersonAs Aldi and Morrisons battle to be the UK’s fourth largest supermarket, both grocers are investing to keep their prices low amid the rising cost of living.
Morrisons unveils retail media proposition for partner brands
Michaela JeffersonSupplier brands will be able to advertise to Morrisons’ customers through its owned and external media platforms, using its loyalty and ecommerce data to “maximise ROI”.
Waitrose launches first campaign for value range after Asda clash
Lucy TesserasWaitrose sent a legal letter to Asda last month after it unveiled plans for a similarly named budget range – Just Essentials by Asda.
How Morrisons found its effectiveness ‘sweet spot’ with this year’s Christmas ad
Michaela JeffersonMorrisons’ Christmas ad is the third most creatively effective this year, according to System 1’s analysis, with a star rating of 4.7 out of 5.9. The supermarket’s marketing director says the brand is increasingly focused on delivering effectiveness with its advertising.
Morrisons introduces ‘Farmer Christmas’ to champion work of British farmers
Michaela JeffersonCMO Rachel Eyre says the supermarket aims to “celebrate and showcase” all the work, skill and dedication that goes on behind the scenes to grow and make food for Christmas with this year’s festive ad campaign.
Morrisons undertakes ‘significant moves’ to expand local convenience offering
Michaela JeffersonAs rival Asda begins to roll out petrol station convenience stores, Morrisons is upping the number of local format stores it plans to launch this year by an additional 50, while further investing in its Amazon partnership.
‘Food can be a force for good’: Morrisons launches first ad as part of new brand positioning
Lucy TesserasWith its ‘Make Good Things Happen’ brand platform, Morrisons is aiming to highlight the quality and sustainability of its fresh produce after its research showed consumers increasingly want to know how their food is sourced.
Morrisons moves price up the agenda as it looks to become ‘more competitive’
Michaela JeffersonWith a new loyalty scheme, expanding Amazon partnership and plans to invest in communications, Morrisons is confident it will recover from the impact of Covid-19 over the coming year.
Morrisons revamps loyalty scheme with ‘instant money’ offer
Lucy TesserasAs part of the My Morrisons loyalty scheme, the supermarket has launched an app to keep track of savings and provide personalised offers.
Tesco beats supermarket rivals to gain biggest Covid brand health boost
Michaela JeffersonTesco CEO Ken Murphy claims it has strengthened its brand health across all metrics this year – but how does the supermarket compare to its UK competitors?
Morrisons hails Amazon partnership a ‘kicker for sales’
Matt BarkerDespite a spectacular fall in profits, CEO David Potts praised the supermarket group’s entrepreneurial spirit and online growth, which has been helped by its tie-up with Amazon, with speculation mounting around a possible takeover.
Morrisons looks to partner with innovative brands as it pushes local agenda
Matt BarkerThe retailer’s CEO David Potts explains how online growth and new partnerships will drive sales in 2021.
Morrisons poaches Sainsbury’s brand boss as new CMO
Charlotte RogersCurrently serving as Sainsbury’s group head of brand communications and creative, Rachel Eyre will join Morrisons in 2021 as the supermarket looks to foster a new generation of retail talent.