Morrisons has brought back its ‘More reasons to shop at Morrisons’ strapline 17 years after it was dropped.
The slogan’s return follows consumer research which showed that the jingle had a high level of recall, with the chain hoping it will help in its fight to win back shoppers after a period of poor sales performance.
A series of seven 20-second ads over the next six weeks will focus on different reasons to shop at Morrisons in a vox-pop style where shoppers express their love of its products, discounts, Market Street counters, and café.
The campaign also spotlights its recently relaunched loyalty programme under ‘More Card’ branding, replacing the ‘My Morrisons’ scheme. As well as the return of physical loyalty cards, the retailer has been trialling a return of points and its £5 voucher, known as a Morrisons Fiver, which can be claimed after a member reaches 5,000 points. These initiatives will now be rolled out across Morrisons’ stores. Exclusive offers for loyalty card members, which the retailer first launched in October, will also form a key part of the refreshed scheme.
Rachel Eyre, Chief Customer and Marketing Officer at Morrisons, stated that the ‘More reasons’ tagline still resonates with shoppers
“We’ve brought it 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,” she said
“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.”
The campaign will debut on TV tonight during Coronation Street and also run across radio, press, digital display, social media and out-of-home as well as in Morrisons stores and online.
NAM Implications:
- Winning back customers in the current climate means cutting prices.
- Attempting to do it via marketing, especially via traditional media…
- …will be expensive (more expensive!)
- How about via Retail Media, based on improved loyalty data?
