Morrisons
Get Personal This Valentine’s Day
Valentine’s Day is meant for meaningful gestures, but sometimes, even the best intentions can lead to some questionable gifts. With Morrisons, we’re helping the nation make it right with our “Get Personal This Valentine’s Day” campaign which turns real customer gifting mishaps into bespoke love songs.
The Context
We needed a campaign that could create noise and drive people to Morrisons for Valentine’s Day highlighting 3 commercial priorities – The Best Dine In Deal, Flowers, Market St novelty & breakfast. The opportunity was to punch above our weight in a cluttered and samey Valentine’s Day supermarket world, by ensuring these aren’t just ‘trading events’, they’re cultural events, reaping the rewards of winning part of the cultural conversation. The scale of the opportunity was evident with Valentine’s Day huge cultural cache of 12.5m convos (Source: Tik Tok). The challenge in capitalising on this opportunity was 3-fold: 1) win on conversations – by inserting Market Street in culture; 2) win on value – by heroing the quality of our Dine In Deal by dialling up food porn & awards in our tone of voice; 3) win on value – by emphasising value across the board with a hard-working trade message.
The Insight
There is a big societal pressure to have the “perfect” valentines, but it doesn’t have to be “perfect” to be special. Not only is this unachievable for most, it’s unnecessary too – real and personal trumps ‘perfect’ and OTT.
Our Idea
For a day all about love, Valentine’s Day can be shockingly impersonal. So this year, Morrisons are on a mission to make a special Valentine’s Day as easy as possible. By featuring real people’s stories in our campaign, we actively helped the nation choose what their partners love this Valentine’s Day, be it turning 3 of our customers’ stories into bespoke music tracks with music video and album artwork, or featuring their stories on our OOH and social ads. Our campaign noise spoke for itself, with a whopping 11.5m and 7.3m total views across TikTok and Instagram respectively.
