McDonald’s’ redesigned restaurants, responsible attitude towards children and promotion of healthier options challenged customers’ perceptions and helped achieve the brand’s highest sector share in five years.
Brand – Argos
Company – Home Retail Group
Brand – Domino’s Pizza
Company – Domino’s Pizza International
Brand – Littlewood’s online catalogue
Company – Shop Direct Group
Brand – The Co-Operative Food
Company – The Co-Operative Group
Winner: Fresh Choice for you, Morrisons
Morrisons enjoyed 36 years of unbroken sales and profit growth after going public in 1967. However, after taking over Safeway in 2004, the brand evolved from regional to national grocer and its market share dropped to 11.1%.
Morrisons, Tesco, ASDA and Sainsbury’s account for over 65% of total UK grocery sales, with share growing through new store openings and the acquisition of other grocery retailers.
Morrisons was being held back by poor perceptions of its food quality and, in Safeway’s former stronghold, the South of England, its name was inaccurately perceived as a by-word for “pies”. The fight back began with Morrisons’ Market Street campaign, which had, at its roots, the brand’s origin as a market stall. The essence of a
market is “the freshest food at the most competitive prices”, and Morrisons highlighted the fact that it makes and prepares more fresh food in-store than any other supermarket.
The message abruptly reversed Morrisons’ threeyear share decline, with a subsequent increase from 11.1% to 11.6%. Each 0.1% increase in share is worth £70m based on a grocery market of £70bn.
Morrisons became the fastest-growing supermarket in the UK, with sales growth of 11.4%. Estimated payback of the campaign is £13 extra sales revenue for every £1 invested, which contributed £21.4m of profit. Of the additional investment of £26m, £21.4m was paid back immediately, an ROI of 82%.
MediaZest is a creative digital media agency. We specialise in providing innovative out-of-home marketing solutions to leading brand owners and media agencies, primarily in Retail.
Our ideas and designs can be used in any public space – for POS campaigns, permanent displays, exhibitions, product launches… anywhere you want to stand out. We are experts in helping our clients to increase sales, improve branding and store aesthetics, target different audiences, reduce costs, improve POS, compliance or simply to inform the viewer. Often our aim is to achieve all of the above.
We have the experience and resources to take you from creative concept to content, through system design to final installation…talk to us and see how we can sharpen up your image.
Sponsoring the Award
With our Retail focus, sponsoring this award was a natural fit for MediaZest. In 2008 alone, we have worked in the Retail space with brands such as Barclays Bank, Carphone Warehouse, Chivas Regal, Footlocker, HMV, JD Sports, Kuoni, Motorola, Nike, O2, Sony Ericsson and Vodafone. Although we have only existed for a 10th of the time of Marketing Week, we look forward to celebrating many more birthdays with them!
19 Harcourt Srteet
T 020 7724 5680
F 020 7723 8201
Lance O’Neill –
Non Executive Chairman
Andy Hawkins –
Director of Sales & Marketing
Disciplines Sales and Marketing,
Turnover £4 million
Established October 2005