Morrisons wins Bronze: IPA Effectiveness Awards 2008
November 2009
Morrison’s market share slid down for three-years after acquiring Safeway in 2004. This paper explains how Morrisons’ food quality perception which was holding it back for three years improved by advertising. The strategy of Morrisons adopted to come back on growth path was to emphasise that more food is made and prepared fresh in-store every day at Morrisons than in any other supermarket. TV and print media was used to promote this difference by the ‘Fresh choice for you’ campaign which reversed Morrison’s three-year market share decline. It became Britain’s fastest-growing supermarket with a payback of £13 per every £1 spent.
COMMENT OF THE JUDGE
“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
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.
Michelle Williams from Artemis Solutions Group who specialise in recruiting for the Food and Beverages Sector comments “The grand success of the advertising campaign run by Morrisons has shown that it can contribute substantially to a turnaround strategy.”
