Morrisons has teamed with Wavemaker UK for a multi-channel digital media and content partnership created to promote the supermarket’s fresh food brand Market Street.
The five-month campaign will see Wavemaker collaborating with Immediate Media and Mail Metro Media as it looks to position the Market Street brand and Morrisons itself as a destination for cooks and foodies alike.
All elements of the campaign will highlight the offerings from across the butcher, baker, fishmonger and greengrocer sections of the Market Street portfolio.
A national cover wrap of the Metro newspaper will be amplified by a number of articles, recipe columns and display articles across print and digital platforms including metro.co.uk, MailOnline and the Mail on Sunday’s You magazine.
Morrisons is also becoming the first official supermarket partner of Good Food this July. This will include a 16-page editorial feature in the publication, alongside further supporting activity across sister magazine title Olive.
“This collaboration allows us to showcase the incredible quality and variety of our fresh produce and counters, while also providing valuable tips and inspiration through Good Food’s renowned culinary experts,” said Morrisons senior marketing manager Mike Neilson.
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In addition, a dedicated Market Street tab on the Good Food website will be the first time a brand has appeared in this format, an exclusive during the campaign period.
It will allow Morrisons to showcase 40 unique, exciting recipes with integrated editorial content including leveraging fresh produce, bolstered by knowledge of store colleagues from across the sections.
Immediate Media’s award-winning content studio Imagine oversaw the creative strategy, development and execution of the partnership, including video content and imagery.
“An integrated partnership with Immediate’s Good Food and Mail Metro Media is the ideal way to showcase Morrisons’ Market Street proposition,” said Wavemaker UK content lead Monica Newell.
“The collaboration spans multiple channels and touchpoints, creating the perfect destination for inspiration while demonstrating Morrisons’ expertise and value. By leveraging these renowned platforms, we aim to highlight the exceptional quality and service that Morrisons delivers, reinforcing their commitment to excellence and customer satisfaction.”
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