Morrisons launches in-store food and drink sampling

Morrisons is launching food and drink sampling in stores across the UK in a bid to “bring brands closer to customers”.

The new initiative will allow brands to book in-aisle sampling activity for the autumn, working with Morrisons Media Group (MMG) to help customers discover new products before they buy.

Morrisons head of digital marketing Jodie Locking said: “Since launching Morrisons Media Group we have continued to find ways to bring brands closer to our customers.

“Our new in store sampling will improve customers’ shopping experience while the partnership with Epsilon will help position Morrisons.com as a key eCommerce destination for advertisers.”

The move comes as the latest in a series from MMG in looking to provide brands with new ways to introduce products to shoppers.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

It follows the debut of digital screens in April at Market Street food counters, as well as trolley media and the ‘My Points Boosters’ trial, which provided tailored and personalised offers for More Card loyalty members.

Alongside these retail media initiatives, the supermarket has also partnered with global marketing company Epsilon to launch sponsored products across ecommerce, enabling brands to activate campaigns quickly across sponsored search and browse.

Epsilon managing director Elliott Clayton added: “By enhancing the experience for shoppers, Morrisons creates valuable opportunities for brands to build strong relationships at the point of purchase. This is a fantastic example of the growing ‘brand performance’ strategy that seamlessly merges brand-building and performance marketing.”