Morrisons goes digital to get ‘more for less’ from marketing
Ellen HammettMorrisons looks set to ditch the big Christmas TV ad spot for a second year, instead opting to spend its marketing money on staff and own-label goods.
Morrisons eyes opportunities with Amazon, Just Eat and Uber as it relaxes Ocado deal
Ellen HammettMorrisons is paving the way for a closer relationship with Amazon as it sees big opportunities in the ultra-fast delivery space.
Were retailers right to put their marketing focus on product this Christmas?
Ellen HammettMany retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.
Morrisons hopes to be ‘beacon of trust’ for customers following slowdown in Christmas sales
Ellen HammettDespite marginally beating analysts’ expectations for the Christmas period, Morrisons will continue to cut prices in 2019 to make sure it can “be there for customers” this year by offering “even greater value for money”.
Iceland’s ‘Rang-tan’ Christmas ad the most likely to make people buy
Ellen HammettThe annual study from Kantar Millward Brown reveals consumers have responded better to simple Christmas stories than blockbuster ads this year.
Morrisons looks to ‘show who it is’ in new TV ad that puts spotlight on suppliers
Ellen HammettThe supermarket’s new campaign aims to highlight how it sources directly from suppliers and uses local British produce to make its own food.
Morrisons sees cost saving opportunity in marketing as it looks to ‘simplify and speed up’
Ellen HammettMorrisons says its local produce offering is playing a vital role in the journey to recovery, while marketing is seen as an area to cut costs.
Morrisons credits ‘value for money’ messaging for strong Christmas results
Leonie RoderickThe grocer’s CEO claims Morrisons was able to differentiate itself by keeping its prices low despite increased pressure from inflation.
Morrisons’ series of Christmas ads show how families prepare for the festive season
Sarah VizardMorrisons is continuing its marketing strategy of focusing on its colleagues and the products it makes fresh in-store in its Christmas push.
Morrisons on how staff are inspiring both its marketing and turnaround
Thomas HobbsMorrisons’ top marketer discusses the brand’s ongoing turnaround, the Amazon deal and his expectations for Christmas.
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Morrisons reignites row over ‘misleading’ farm brands with ban
Sarah VizardSupermarket chain has pledged that it will not sell ‘fake farm’ own brands despite success of the ranges at rivals including Tesco and Asda.
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Why Morrisons is right to bring back the Safeway brand
Thomas HobbsMorrisons is hoping to tap into “residual fondness” as it relaunches the Safeway brand through a deal with McColl’s.
Why omnichannel retailers won at Christmas
Thomas HobbsWith online driving sales at the likes of John Lewis and Sainsbury’s over Christmas, retail brands are catering for a truly omnichannel consumer.
‘When Amazon grows we grow’ boasts Morrisons as its Christmas sales soar
Thomas HobbsMorrisons’ CEO David Potts talks up the positive brand impact from its online partnership with Amazon as its sales soared over Christmas
Morrisons: Christmas ads should not be isolated events
Thomas HobbsMorrisons has launched its Christmas TV campaign, with two ads focusing on real-life staff including butchers, bakers, greengrocers and wine specialists.