Morrisons is rolling out new vans and launching new online store pick locations as it expands its online offering.
The new vans are carrying a livery promoting the supermarket’s rapid delivery service Morrisons Now, which launched in October.
“We are rolling out a brand new fleet across the estate as we build on the continuous growth of Morrisons Online,” a spokesperson told The Grocer.
“To support our growth, we are regularly launching new Online Store Pick stores, meaning we can now offer made in-store Market Street products to even more of our customers.”
As well as expanding the reach Morrisons Now – which is rolling out nationally following an initial 158-store launch – the supermarket is also boosting its partnership with Amazon to reach more of the UK.
Late last year, Amazon said it was expanding its delivery coverage, meaning 80% of UK Prime members will be able to shop at least one of its grocery partners, which include Morrisons as well as Iceland, Co-op and Gopuff.
“We genuinely believe this market is a growing market, and it’s going to grow even more in the coming months and years,” said Morrisons CEO Rami Baitiéh earlier this month.
“We’re proud to provide a fantastic range of online services, and we’re committed to continuously improving delivery times, availability, price and quality for our customers,” he added.
Clarkson’s Farm sponsorship renewed
Morrisons today announced it had renewed its exclusive sponsorship of Clarkson’s Farm for a second year.
The deal with Amazon will see Morrisons adverts and idents run as the only pre-show advertising throughout series five of the show, which launches on 3 June.
The campaign will span Prime Video, Fire TV, Amazon, and social channels, and includes co-branded placements such as an Amazon online store homepage takeover, sponsor-branded trailers on Prime Video and exclusive social content.
“This partnership continues to celebrate the journey of British food and the farmers behind it and reflects our deep-rooted commitment to British agriculture,” said Matt McLellan, Morrisons group customer, data and marketing director.
“We’re delighted to be returning as the exclusive sponsor of Clarkson’s Farm following the great success we saw last year in boosting brand awareness by being front and centre of one of the most talked-about TV shows of the summer,” he added.
The supermarket’s sponsorship of series four delivered “exceptional results”, according to Amazon Ads, including an almost 20% increase in ad awareness and a 15% uplift in quality perception, as Morrisons delivered 2.8% like-for-like full-year sales growth.
This year’s creative “continues to celebrate the journey of British food from field to fork”, with the idents featuring farmyard animals “humorously mimicking in-store Tannoy announcements”.
The extended sponsorship deal with Amazon Ads was brokered by Morrisons media agency Zenith UK, while the creative was developed by Morrisons’ advertising agency Leo UK.
“Morrisons’ sponsorship of Clarkson’s Farm last year was a perfect example of how brands can connect with audiences at high-impact cultural moments,” said Phil Christer, managing director, Amazon Ads UK.
“Last year’s campaign delivered exceptional results and we’re delighted to be continuing that success,” he added.
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