Granada pairs up with Morrisons for ad push

Granada Mediasales has formed a partnership with supermarket chain William Morrisons to encourage brand owners to use TV advertising when launching products and to entice more shoppers to the Northern food retailer.

The marketing initiative, called “Check-out”, offers brand owners a rapid means of distributing products they are testing through Morrisons’ 100 stores – 82 of which are in the Granada TV regions Yorkshire, Granada, Tyne Tees and Border.

Granada sales staff will work closely with advertisers to convince them of the benefits of using TV advertising to launch products.

The scheme will be launched officially later this month by Granada Mediasales chief executive Mick Desmond, the sales house’s marketing controller Peter Marsh and Morrisons business development director Chris Blundell.

It is thought to be the first time Granada has entered into a partnership of this kind.

Brand owners will be party to specialist research data assessing the popularity of their new products and ad campaigns.

Morrisons will be given more TV exposure if brand owners testing new products in its stores end commercials with a line highlighting their exclusive distribution through the chain.

The retailer – which is the third biggest supermarket chain in the North of England after Asda and Tesco – also aims to achieve a closer relationship with its suppliers through the ad campaign.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here