Morrisons has brought back its ‘More Reasons to Shop at Morrisons’ ad campaign after nearly two decades in an effort to boost its appeal to UK consumers.
The supermarket chain, which has struggled to compete against its rival grocers over the past year and lost its spot in the big 4 to Aldi, is gearing up for a major marketing push this week.
The launch will coincide with the introduction of its Savers range and the revamp of its More loyalty card last month.
Having made large investment to try to improve availability, price competitiveness and loyalty since last October, Morrisons said it was time to take a “big step forward” in communications to customers.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
The major TV campaign is set to run for the next six weeks and will reach nearly half of UK adults on day one.
Morrisons chief customer and marketing officer Rachel Eyre, said in a Youtube video: “More Reasons to Shop at Morrisons is one of the most recognised brand lines ever, despite not having been used since 2006.
“In times of uncertainty, such as the cost of living crisis, people turn to nostalgia and in bringing back that campaign line and the jingle to go with it we are appealing to that.”
“Customers tell us there are so many distinctive and motivating reasons to choose Morrisons, such as helpful tips from our expert butchers and fishmongers, our commitment to British meat and produce or fan-favourite freshly baked doughnuts, and so despite not being used for a long time, ‘More Reasons’ still really resonates.”
She added: “Since October we’ve worked to earn back customer confidence. We’ve significantly improved availability and done a better job of planning and executing events.
“We want to showcase and celebrate all of the reasons why they should be shopping at Morrisons.”
