The More Reasons To Shop At Morrisons tagline and jingle are still memorable and meaningful in Britain even though the campaign was last used in 2006. Leo Burnett UK has brought them back following research at the end of 2022 that demonstrated its worth.
The new More Reasons To Shop At Morrisons campaign made its debut on May 23 on Coronation Street celebrating the real and motivating reasons why customers choose Morrisons in a funny and relatable way.
The jingle has been given a modern twist while retaining all the familiarity and nostalgia of the much-loved original. A new brand world and visual identity builds on the original. The green and yellow colour duo and tree logo has been modernised and remains central to the new campaign after performing strongly in the research.
At the heart of the campaign is a series of seven 20-second adverts, each focusing on a different ‘reason’ to shop at Morrisons in a vox-pop and humorous style, direct to camera. The down-to-earth and unmistakably British films all end with the catchy new jingle and highlight Morrisons Market Street counters. The campaign also introduces a new ‘reason’, the new More Card loyalty programme. Morrisons’ programme of exclusive offers which launched last October for loyalty card members remains a key feature of the new scheme.
Rachel Eyre, chief customer and marketing officer at Morrisons, stated, “Alongside the launch of the new loyalty programme, we are also excited to announce our new brand campaign, “More Reasons To Shop at Morrisons”. Customers tell us there are so many distinctive and motivating reasons to choose Morrisons, such as helpful tips from our expert butchers and fishmongers, our commitment to British meat and produce or fan-favourite freshly baked doughnuts, and so despite not being used for a long time, More Reasons still really resonates.
“We’ve brought it back in a major new campaign which has had marketing effectiveness front and centre throughout the whole planning and development process, across creative and media. The result is a campaign which celebrates customers’ real reasons for choosing Morrisons, in a funny and relatable way. And yes – even the iconic jingle is back.”
Mark Elwood, executive creative director at Leo Burnett, added “I’m so excited about this brand campaign. More reasons to shop at Morrisons and the accompanying ‘jingle’ are both iconic. Bringing back both for a new audience is a total pleasure, with a new brand identity to boot. This campaign highlights the real reasons that our customers shop at Morrisons, time and time again. It’s a funny human campaign that will hopefully be something that resonates with the nation.”
The adverts were directed by Tom Speers of Smuggler and will feature on network TV spots that include Coronation Street, Emmerdale and Britain’s Got Talent. In addition, and in partnership with ITV, the broadcaster’s continuity announcer will be adding a note on how much they love the jingle to their regular update on scheduling across the weekend of May 27.
The wider campaign will run across TV, radio, press, digital display, social media and out of home as well as in Morrisons stores and online, with media planning and buying led by Wavemaker.
Credits
Client: Morrisons
Advertising Agency: Leo Burnett
Chief Creative Officer: Chaka Sobhani
Executive Creative Director: Mark Elwood
Creative Directors: Andrew Long, James Millers
Creatives: Gareth Butters, Gina Ramsden, Freya Purnell, Josh Merriam, Chanelle Merriam
Creative Director of Design: Dave Allen
Designers: Rupert Knowlden, Harry Ingram, Roxana Iricuic, Richard Pettiford
Strategy Director: Joe Beveridge
Social Strategist: Benjamin Obadia
Business Lead: Ruth Stasiak
Account Director: Sophie Garrett
Account Manager: Carys Parry
Project Management: Jamie Teale, Danny Wallace
Agency Producer: Anna Cartwright
Print Producer: Jo Hodge
Production Company: Smuggler
Director: Tom Speers
Editor: Eve Ashwell
Producer: Tarquin Glass
Post-Production Company: Black Kite
Audio Post-Production Company: String & Tins
Photographer: Dan Jones
Media Buying Agency: Wavemaker
Media Planner: Richard Bartlett
