With a squeezed economy, and discount retailers on the rise, Morrisons, along with other big supermarkets, are facing a struggle to maintain relevance amongst consumers. We were tasked with relaunching the Morrisons brand across all touch points, to infuse meaning into the brand, and show that in a time when people are struggling to make life work with less, Morrisons are giving customers more where it matters.
We decided to look back to Morrisons’ rich history for inspiration. We realised that the iconic ‘More Reasons’ strapline was still resonant amongst customers, and meant even more in hard economic times. From Market Street counters offering 100% British meat to freshly baked doughnuts in every store, and even a new More Card loyalty programme, there are endless reasons why people decide to shop at Morrisons.
We celebrated all of the many real reasons people have for shopping at Morrisons with an unmissable media moment made up of hundreds of unique ‘reasons to shop’ across every medium. From a set of 7 20” films, through to OOH, print, social, display, activation and experiential. Every touchpoint is tied together with a brand new visual identity giving centre stage to the Morrisons leaf, and a modern reimagining of Morrisons historic ‘More reasons to shop’ jingle.