Morrisons is launching an extensive new brand platform, bringing back its famous ‘More reasons to shop at Morrisons’ strapline backed by an all-new jingle.
Designed by global agency Leo Burnett, the campaign will debut tonight (22 May) during a screening of long-running ITV soap Coronation Street.
The creative will celebrate all the reasons why customers choose the supermarket – from its freshly baked doughnuts and friendly in-store cafés to its ‘More Card’ loyalty programme and substantial wine offering.
Centred around a series of seven 20-second shorts, the humorous campaign aims to relate to shoppers by heroing their quirky shopping habits and personal indulgences.
The films will run across a variety of primetime ITV shows alongside Coronation Street, including Britain’s Got Talent and Emmerdale.
“Alongside the launch of the new loyalty programme, we are also excited to announce our new brand campaign, ‘More Reasons'”, said chief customer and marketing officer, Rachel Eyre.
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She continued: “We’ve brought ‘More Reasons’ back in a major new campaign which has had marketing effectiveness front and centre throughout the whole planning and development process, across creative and media.
“The result is a campaign which celebrates customers’ real reasons for choosing Morrisons, in a funny and relatable way. And yes – even the iconic jingle is back!”
With media planning and buying handled by London agency Wavemaker, the wider campaign will run across radio, press, digital display, social media and out-of-home alongside nationwide in-store executions.
Leo Burnett executive creative director, Mark Elwood added: “I’m so excited about this brand campaign. ‘More reasons’ and the accompanying jingle are both iconic. Bringing back both for a new audience is a total pleasure, with a new brand identity to boot.
“This campaign highlights the real reasons that our customers shop at Morrisons, time and time again. It’s a funny human campaign that will hopefully be something that resonates with the nation.”
1 Comment. Leave new
For the past couple of days, I’ve been shopping at Morrisons Rubery and I didn’t get any points with my more card. Looks like it is just a gimmick to get in customers.