The home delivery service is available in North London and the supermarket plans to roll out its offering south of the river next year.
The ‘Up Your Street’ campaign, created by DLKW Lowe, highlights seven London neighbourhoods with a visual food-based pun, examples being ‘Mornington Cressent’, ‘Tottenham’ ‘West Mincester’ and ‘Finsberry Park’.
The retailer is facing a number of challenges to growth, including the rise of the discounter and the drive to smaller convenience store formats from its supermarket rivals. It is playing catch up in the home delivery market and has partnered with Ocado for its proposition. The London catchment area it is currently targeting contains some two million households and will be serviced from a distribution hub in Enfield.
Morrisons has just appointed former Thomas Cook marketer Mike Hoban as brand and communications director.