Morrisons is set to launch a new TV campaign this evening highlighting its new food maker and shopkeeper strategy.
The campaign will focus on the theme ‘Morrisons Makes It’ and shows Morrisons staff preparing food for family occasions such as Easter.
Titled ‘Chairs’, the ad features a whole family around the table for Easter - including grandparents, uncles, aunts and friends. The protagonists are seen hunting round the house to find enough chairs for everyone to get seated for a roast lamb lunch.
The lamb joint is shown being prepared in store by Morrisons Dewsbury store butcher, Cam. This ad ends with the word ‘Tradition’, while Will Young’s ‘Joy’ plays in the background.
“As a business, we are food makers and shopkeepers, and when customers see food being made right there in front of them, they absolutely get that Morrisons is unique,” said Morrisons group marketing and customer director Andy Atkinson.
“We also hope the story of a family coming together to celebrate with food that Morrisons makes, really resonates with our customers.”
The ad is the first campaign for the supermarket by Publicis, which Morrisons appointed in January 2016. It will be followed by three more TV ads due to run from 28 March to the end of April.
The campaign will also include press, digital, social and radio.
“Morrisons makes more food in-store than any other supermarket, which is a brilliant starting point,” said Publicis London executive creative director Dave Monk.
“The ‘Makes it’ campaign is all about the two things right at the heart of the brand: good food, and good honest people. So, whether it’s a leg of lamb bringing a family together, a cockle-warming fish pie, or a cheeky stolen nibble of a doughnut, Morrisons makes those moments, like a Yorkshire pud makes a Sunday roast.”
The Grocer understands that Morrisons is also considering using the ‘Morrisons Makes It’ name on some of its products in-store. Last week, group retail director Garry Mills said it was currently deciding between ‘Morrisons Makes It’ and ‘Made by Morrisons’.