What would it take what it would take to source your food if Morrisons hadn’t already done it for you? Leo Burnett turns that into three humorous commercials featuring people going to to extremes. The campaign, Fresh from Market Street, highlights Morrisons’ direct relationship with British farmers and fisherman as well as its commitment to getting quality produce onto the nation’s tables.
Mark Elwood, chief creative officer, Leo Burnett UK, stated, “Imagine if we had to source all of the wonderful, British food from Morrisons Market Street ourselves? This campaign speaks volumes about the lengths Morrisons goes to on our behalf. A little love letter to British food and those who produce it.”
The three cinematic hero commercials were directed by Nick Ball, the director behind global successes such as Wrigley’s For When It’s Time and Ikea’s The Troll.
The hero films are supported by a series of 10-second spots pairing sweeping British landscapes with vibrant Market Street food visuals, connecting the beauty of the land and sea to Morrisons’ produce.
The full Fresh from Market Street campaign is running across AV, OOH, radio, social, digital and in-store for three months. The campaign’s OOH ads juxtaposes striking British countryside visuals with Morrisons’ signature yellow price tags, reinforcing both quality and value in one bold frame.
Parts of the campaign also feature real-life Morrisons suppliers from across the UK. In-store and ATL photography showcases the people behind the produce – from strawberry growers in Scotland to sweetcorn farmers on the Isle of Wight. Each month a ‘hero’ product will be spotlighted across the campaign as part of a wider seasonal storytelling strategy, further championing British produce and the growers behind them.
Credits
Client: Morrisons
Advertising Agency: Leo Burnett
CCO: Mark Elwood
Executive Creative Directors: James Millers & Andrew Long
Creative Director: Kimberley Gill
Creative: Joe Miller
Design Lead: Rupert Knowlden
Designer: Max Hain
Head of Planning: Joe Beveridge
Planning Director: Rebecca Priest
Business Lead: Sophie Garrett
Account Director: Ben Mallins
Senior Account Manager: Gabriella Watts
Account Executive: Phoebe Hart
Agency Producer: Hector Murrary
Media Buying Agency: Wavemaker
Media Planning Lead: Iona Shankland
Media Business Director: Fergus Browne & James Devine
Production Company: MJZ
Director: Nick Ball
Managing Director: Lindsay Turnham
Executive Producer: Julia Fetterman
Head of Production: Lucy Jones
Producer: Ewen Brown
Production Manager: Dulcie Menzie
DoP: Daniel Landin
Line Producer: Maeve Mcmahon
1st AD: John Lowe
Edit Company: Stitch Editing
Editor: Leo King
Managing Director: Angela Hart
Colour Company: Time Based Arts
Colourist: Simone Grattarola
Executive Producer – Colour: Dan Kreeger
Post-Production Company: Untold Studios
Executive Producer – Post: Tom Igglesden
Senior Post Producer: Elle Lockhart
Post Production Assistant: Alisa Hussain
Post Creative Director & VFX Supervisor: Paul O’Shea
VFX Lead: Tom Humphrey
Audio Post-Production Company: 750mph
Sound Engineer: Sam Ashwell
Audio Producer: Olivia Ray
Jingles: Twenty Below Music
Music Supervisors: Imogen Reay & Luke Barham
