Morrisons is phasing out Price Crunch as its main marketing slogan as consumers become less responsive to recession-themed marketing.

The retailer was changing its strategy and adopting different themes throughout the year, said Angus McIver, marketing director. "As we moved away from the credit crunch Price Crunch felt a little out of date," he said. "Elements of the strategy will continue, but we have stopped using it as an everyday theme."

Instead of one main theme, Morrisons would this year change its marketing messages with the seasons, he said. January and February focused on everyday essentials, while March and April would be Easter-themed.

In addition, Morrisons is is backing the bid for the 2018 World Cup. It has paid an estimated £1m to become a partner of the campaign for England to host the event and will install fixtures in every store where customers can add their names to the bid. Famous sportspeople, including Alan Shearer and Teddy Sherringham, will visit stores in the 12 cities with stadia that could host matches.

"I hope we will get recognition from our customers that we are doing our bit to help support bring the cup to this country," said McIver.