After working with the pitch team i  took the day to day lead on the account. 

Morrisons needed a new direction to counteract the increased competition in the food market from discounters such as Aldi & Lidl which were stealing share from the Big four at a rapid pace. Morrisons therefore needed to create a point of differentiation, if it wanted to keep  its customers from defecting for slightly cheaper prices. 

Morrison makes more of its own food in store than any other supermarket, and from our research we found that Morrisons staff were more helpful than other competitors - therefore we wanted to encircle the brief on those two aspects.

Morrison ‘makes it’ . We wanted to show how Morrisons staff add value to the food they produce so that those ‘food Moments’ that you experience with your family can be  so much more than just eating a meal. 

For Christmas we wanted to take a different stand on the Typical Big spending  TV advert, by doing 3 normal adverts highlighting real moments at christmas. 

Morrisons has show great resilience against market pressures and has been the only one of the big four to actually grow during the campaign period. 

The Christmas campaign was one of only a few Campaigns to actually have a positive ROI in the SuperMarket Industry, coming out of Christmas with a great YoY % increase.

https://www.campaignlive.co.uk/article/morrisons-records-best-christmas-seven-years-customer-experience-focus/1420250

http://www.bbc.co.uk/news/business-38567144

https://www.campaignlive.co.uk/article/morrisons-profit-40-supermarket-steers-own-path/1444575

http://www.thedrum.com/news/2017/01/10/morrisons-toasts-merry-christmas-sales-grow