UK retailer Morrisons believes the advertising push behind its fresh food range will promote a point of difference between the company and its rivals.
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Morrisons, the UK’s fourth-largest grocer by sales, has launched a “multi-million pound” TV campaign for the range.
A series of adverts, fronted by well-known personalities, will seek to promote Morrisons’ range of fresh products, including bread, meat, salads and sandwiches.
“Fresh food is one of the things that makes us different, at a time when other retailers are taking fresh food preparation out of supermarkets,” a Morrisons spokesman told just-food today (23 July).
The spokesman admitted Morrisons needs to “get the message across” on its range of fresh food to consumers who do not shop at the company’s stores. “In the past, we’ve used a certain style of ad and a certain strapline; this is all about changing people’s perception,” he added.
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By GlobalDataThe campaign is part of Morrisons’ rebranding work across the business. The company is re-launching its consumer website, www.morrisons.co.uk.
Morrisons has already changed its company logo as part of a wide-ranging attempt to become “the food specialist for everyone”.
