Morrisons shifts price messaging once again with launch of ‘Price Crunch’ campaign

Morrisons has launched a new marketing campaign with the slogan ‘Price Crunch’ as the big four supermarket promotes its latest pledge to cut the price of more than 1,000 items.

A new TV campaign focuses on the price cuts Morrisons has made on fresh produce, with the supermarket brand claiming it has cut the price of fruit and vegetables by up to 20%.

Examples include the cost of 2.5kg of white potatoes being cut from £1.75 to £1.43, and 1kg of carrots being reduced from 60p to 47p. The ‘Price Crunch’ campaign will also run throughout social and print media.

Asda was the first big four supermarket to introduce price cuts in 2016 having pledged an additional £500m of cuts last month.

And Morrisons, much like Asda, sees price cuts on everyday items as one of the key ways to win back customers lost to the cheaper discounters Aldi and Lidl. Over the last two years, Morrisons says it has cut prices across its range by up to 7%.

Marketing changes at Morrisons

The latest ‘Price Crunch’ slogan follows inconsistent price messaging from Morrisons, with it moving from slogans such as ‘I’m Cheaper’ and ‘Everyday low prices’ in quick succession over recent years.

However it will be hoping ‘Price Crunch’ – the first major work since appointing Publicis London as its new ad agency and Andy Atkinson as its permanent head of marketing – can stick and help it to continue recent momentum.

Morrisons saw like-for-like sales rise 0.2% for the nine weeks ending 3 January as it beat analyst expectations of a fall as steep as 2.8%.

Its chief executive David Potts believes the supermarket is turning the corner in building a unique selling point among UK consumers.

He told Marketing Week last month: “We are still the small guy in the squeezed middle and we are the British underdog. But it is a special moment for Morrisons as customers are saying ‘we know you are different from the rest because we see you making your own food!’

“When we think about the brand and how the identity of the company can grow in confidence it is around being a food maker as well as a shop keeper.”

Hide Comments1 Show Comment
  • Mike Essex 2 Feb 2016 at 1:22 pm

    Weren’t the supermarkets just last year saying their messaging couldn’t be solely about price? Every supermarket claims to be cheapest so it’s pretty much all white noise at this point.

  • Post a comment

Latest from Marketing Week


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


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.


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.


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 3703 or email

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