Morrisons highlights loyalty offer in ‘More Reasons to Shop’ campaign

Morrisons is using nostalgic brand assets to highlight reasons to choose the supermarket as it fights to regain share losses.

Morrisons is putting the spotlight on its rejuvenated loyalty proposition in a major brand campaign that will the see the return of the “More Reasons to Shop at Morrisons” tagline after 17 years, as it looks to claw back some of the ground it has lost to Aldi and Lidl.

The supermarket is resurrecting the brand platform last seen in 2006. The campaign, which was created with agency Leo Burnett, will also see the resurrected tagline paired with a “refreshed” version of the jingle that accompanied the slogan when it last used.

Research carried out by the brand found a “very high” level of brand recall and salience for the jingle among the public.

Morrisons’ visual identity has also been refreshed as part of the campaign, with the green and yellow colour duo and tree logo modernised.

Despite not being used for a long time, “More Reasons” still really resonates.

Rachel Eyre, Morrisons

The campaign is led by seven 20-second spots, each spotlighting a different reason to shop there. The supermarket’s loyalty proposition is highlighted as one of the reasons customers should choose the supermarket. The rejuvenated “More” loyalty scheme, sees the return of physical loyalty cards, which it had scrapped in 2021.

The retailer has also been trialling a return of points and its £5 voucher, known as a Morrisons Fiver, which can be claimed after a loyalty card member reaches 5000 points. These initiatives will now be rolled out across Morrisons’ stores. Exclusive offers for loyalty card members, which the retailer first launched in October, will also form a crucial part of the refreshed scheme.

Convincing shoppers to choose Morrisons

Alongside its loyalty proposition, ads highlight other reasons to shop there, including its café and Morrisons Market Street counters. Spots take the form of vox-pops to camera from shoppers.

The push comes after it lost its position among the ‘Big Four’ supermarkets.

In the most recent Kantar figures, for the 12 weeks ended 16 April 2023, Morrisons’ share of consumer grocery spend was 8.7% versus Aldi’s 10.1%. The sixth biggest supermarket Lidl is also closing the gap on Morrisons, with its market share now at 7.6%.

The supermarket’s chief customer and marketing officer Rachel Eyre said in a statement the campaign aims to spell out the “distinctive and motivating reasons to choose Morrisons” and claims leaning into its recent past will help the brand move forward.

“Despite not being used for a long time, “More Reasons” still really resonates,” she said. “We’ve brought it back in a major new campaign which has had marketing effectiveness front and centre throughout the whole planning and development process, across creative and media.”

The TV ads will debut during Coronation Street this evening (22 May), with the wider campaign running across radio, press, digital display, social media and out of home as well as in Morrisons stores.