Morrisons is bringing back its ‘More Reasons to Shop at Morrisons’ tagline as it fights to win back market share, reports The Grocer.
Speaking to staff in a YouTube video viewed by The Grocer. the supermarket’s chief customer and marketing officer Rachel Eyre said that the tagline, which has not been in use since 2006, remains “one of the most recognised brand lines ever”.
It is said that the campaign, which kicks off next week, will coincide with the launch of a rejuvenated loyalty scheme and Savers value range at the supermarket.
Since October, Morrisons has been on a major investment push to “earn back customer confidence”, Eyre told staff in the video.
The supermarket had slipped out of the ‘Big Four’, with discounter Aldi boasting a larger market share.
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%.
While Morrisons market share is down from 9.5% in the same period in 2022, the supermarket’s sales values did rise slightly, by 0.1%, to £2.83m across the 12-week period.
While the supermarket’s sales returned to growth in March, it had a rocky 2022 financial year, with the group seeing sales at its established stores fall by 4.2% in the year ended 30 October 2022. Underlying profits for the year were also down 15%.
A spokesperson for Morrisons declined to comment.