Morrisons
Fresh from Market Street
In our new integrated brand campaign “Fresh from Market Street”, we’ve highlighted Morrisons’ direct relationship with British farmers and fishermen as well as their commitment to getting quality produce onto the nation’s tables.
The Context
Our brief was multifaceted – to create a new communications platform that sits underneath More Reasons that delivers our Market Street story across all channels and touch-points in order to build baskets and boost quality fresh food perceptions. Additionally, to leverage our key point of difference, Market Street, and put it back at the heart of our marketing and establish it as the home of freshest food. We know that we source more fresh food direct from British farms than any other supermarket, so now’s the time to shout about it. Quality is a key part of our value equation, and we have a highly distinctive quality story to tell in Market Street. It’s proven to drive Quality fresh Food Perceptions + bigger baskets. Despite this, it’s a story we’re yet to properly leverage in comms.
The Insight
We source more fresh food direct from British farms than any other supermarket. The freshest food comes from Market Street, giving us our campaign name Fresh from Market Street. We celebrate this truth with a campaign that gets the nation talking about, and buying from, our counters again. Helping to put fresh food back on everyone’s table, exactly where it should be.
The Idea
In the AV, we take our customers to the farms, fields and seas, bringing to life the idea that the only way to get fresher produce than on Morrisons Market street is if you went there yourself. For our AV we took the supermarket and customers to where the food is sourced from. With a shopping trolley and list in hand, we travelled to different parts of the UK across treacherous seas and muddy fields to show the journey Morrisons go on to source the freshest produce for their customers, removing the need for customers to go those extremes themselves. We took that approach into our OOH campaign by showing customers just how fresh the places their food comes from are, with a bold brand led OOH campaign combining stunning landscape visuals with big yellow price squares.
As part of our strategy to tell our Market Street sourcing story we wanted to bring to life the graft and effort that growers / producers all across the UK put in to bring the freshest produce through highlighting one key product each month. For this we spoke to different specialist across Morrisons supplier team to unearth the stories behind different products, from British strawberries in Scotland through to Corn grown on the Isle of Wight.
We then went out to meet real suppliers from Morrisons to get a bank of imagery of the people that grow and produce the food that fuels the nation. These images come to life across a range of formats ATL and in-store.
To further activate the campaign and celebrate our relationship with British farming, we launched a competition on Social where we asked the British public to name a British summer baby potato for a chance to win a British summer holiday.