Morrisons continues Market Street focus in latest campaign

Morrisons has once again enlisted Ant and Dec to help promote its fresh food concept Market Street as it aims to prove the value of the range.

morrisons-antdec-2014-460
Ant and Dec are back to front Morrisons latest marketing campaign

The ads, created by DLKW Lowe, show the celebrity duo walking down a cobbled street and exploring the fresh food on offer. Fifteen Morrisons staff also star as “market traders”, showing off products including fresh fish, baked pies and flowers.

The spot ends with the strapline “Market freshness. Market prices. Only on Market Street at Morrisons.”

The 50-second ad will air on 3 February during Coronation Street on ITV. Morrisons recently announced that it had renewed its brand ambassador deal with Ant and Dec, as well as its sponsorship of their ITV shows Saturday Night Takeaway and Britain’s Got Talent.

Belinda Youngs, Morrisons’ corporate brand marketing director, says: “The advert demonstrates the pride we have in our Market Street prices, products and skilled, friendly colleagues. Ant and Dec have helped us bring the Morrisons fresh market to life as a destination for fresh value.”

Morrisons is hoping that its marketing strategy, which focuses on fresh food and own brand products, can help to turn around recent sales declines. However, so far there is little indication that this is working, with sales over Christmas dropping sharply and the supermarket forced to issue a profit warning.

It performed the worst of the three major supermarkets that have revealed Christmas trading figures as sales fell 5.6 per cent, compared to a 2.4 per cent decline at Tesco and a 0.2 per cent rise at Sainsbury’s. Asda will reveal how it performed over the festive season on 20 February.

Morrisons blamed its lack of online offering and heavy discounting by rivals for its poor performance. It has since launched its online grocery delivery service in Warwickshire and West Yorkshire, with plans for a further rollout this year.

It has also announced plans to introduce its own loyalty scheme to take on Tesco Clubcard and Sainsbury’s Nectar programmes.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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