Morrisons’ Christmas ad is the third most creatively effective this year, according to System 1’s analysis, with a star rating of 4.7 out of 5.9. The supermarket’s marketing director says the brand is increasingly focused on delivering effectiveness with its advertising.
CMO Rachel Eyre says the supermarket aims to “celebrate and showcase” all the work, skill and dedication that goes on behind the scenes to grow and make food for Christmas with this year’s festive ad campaign.
As rival Asda begins to roll out petrol station convenience stores, Morrisons is upping the number of local format stores it plans to launch this year by an additional 50, while further investing in its Amazon partnership.
With its ‘Make Good Things Happen’ brand platform, Morrisons is aiming to highlight the quality and sustainability of its fresh produce after its research showed consumers increasingly want to know how their food is sourced.
With a new loyalty scheme, expanding Amazon partnership and plans to invest in communications, Morrisons is confident it will recover from the impact of Covid-19 over the coming year.
As part of the My Morrisons loyalty scheme, the supermarket has launched an app to keep track of savings and provide personalised offers.
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Despite a spectacular fall in profits, CEO David Potts praised the supermarket group’s entrepreneurial spirit and online growth, which has been helped by its tie-up with Amazon, with speculation mounting around a possible takeover.
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Currently serving as Sainsbury’s group head of brand communications and creative, Rachel Eyre will join Morrisons in 2021 as the supermarket looks to foster a new generation of retail talent.
With online sales up fivefold and a Deliveroo ‘dark kitchen’ already being trialled in Manchester, Morrisons is bullish about its ability to emerge from Covid-19 a “broader, stronger business”.
Partnerships with Amazon and Deliveroo put Morrisons in a “very good place” as consumers switch to grocery home delivery and are forced to buy more fresh food through supermarkets.
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Morrisons is introducing new ways of delivering groceries to customers, including a range of simple-to-order food parcels, more delivery slots and using 100 extra stores to pick up shopping.
Morrisons blamed a challenging Christmas trading period as competitors shifted to promotions, but admits the supermarket “missed” the Black Friday halo effect after pulling back from the discount event.