Morrisons is rolling out a new brand platform and integrated, multi-platform campaign as it seeks to reinforce its commitment to its ‘More Card’ loyalty scheme.

The ‘Pay Less with More Card’ platform, created with advertising company Leo Burnett, has been created to increase sign-ups and regular use of the grocer’s loyalty scheme by emphasising the savings customers can make.

The campaign, which launches today (4 September), features two videos showing shoppers experiencing confusion over the concept of the “More Card” since they’re paying so much less for their shopping.

The tension builds as the customers look around the “More Card” signs across the supermarket, with the music crescendoing as they realise they are paying far less.

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The campaign spans TVC, print, digital OOH, social, as well as a radio partnership with Bauer Media.

“Pay Less with More Card” also includes various social creative spots, such as a “Trolley v Trolley competition” where shoppers will race against the clock to list as many discounted items as possible.

The grocer’s CEO Rami Baitiéh said: “The ‘More Card’ loyalty scheme is at the heart of our commitment to offering unbeatable value to our customers.

“With the ‘Pay Less with More Card’ campaign, we’re not just highlighting the incredible savings available but also making it fun and engaging for our customers to discover all the benefits of being a More Card member.”

The brand platform comes after Leo Burnett recently expanded its scope with Morrisons, adding social to its creative remit in June.