‘We had been playing it too safe’: Morrisons CMO on its brand revamp
Morrisons is hoping that being ‘bolder’ about what makes its brand distinctive will drive customer into store, with top marketer Rachel Eyre admitting the supermarket had been “playing it too safe”.
Morrisons suffered in 2022. Sales and profit fell, and it was unseated by Aldi as the UK’s fourth biggest supermarket. This might be reason for its marketing communications to be conservative.
According to chief customer and marketing officer Rachel Eyre the antidote is to be “louder and prouder” to drive sales growth and market share.
Speaking exclusively to Marketing Week, she says it needs to be “bolder” in its marketing and with its brand.
“Morrisons is a brand with heart and soul,” Eyre says. “I think we had been playing it a bit too safe.”
One of Eyre’s goals in leading the marketing function at Morrisons, a role which she took on in April 2021, has been to build a “braver” brand, which is unafraid to shout about what sets it apart.