The ads, which are appearing in newspapers and on TV, see the return of the supermarket’s ‘Big Christmas Bonus’ strapline, offering customers up to £40 off their Christmas shop if they spend £40 in store for nine of the next 10 weeks. It is also hoping to tempt consumers with a range of offers, including a “Weekly Wowzer” deal and promotions on its Market Street fresh products, as well as other shop goods such as wine, crisps and soft drinks.
Morrisons will hope that the strong package of promotions, along with its £40 off a shop offer, can help build momentum ahead of the crucial Christmas period. The supermarket is struggling to compete in the highly competitive supermarket industry, with sales in stores open for more than a year down 1.6 per cent in the 26 weeks to August 4.
The firm has made a focus on fresh, high-quality food a priority, with a high-profile ad campaign explaining how its fish and meat is sourced in the UK and prepared in stores. However, it has come in for criticism for its lack of loyalty programme, as well as failure to launch its own online shopping option.