Morrisons Appoints Leo Burnett as New Creative Agency

Morrisons has appointed Leo Burnett as its new creative agency. Their brief is to build on recent successful marketing campaigns, effectively communicating Morrisons value offering and showcasing the brand’s points of difference. They will also provide strategic input on the creative and brand direction.

Rachel Eyre, chief customer and marketing officer at Morrisons said: “Throughout the thorough pitch process we were impressed with the strategic approach, populist creativity and effective mindset of the Leo Burnett team, as well as their demonstrable passion and ambition for the Morrisons brand and business. We look forward to working with them. I also want to thank Publicis.Poke for their terrific work for Morrisons over many years and for their ceaseless energy, care and creativity.”

Charlie Rudd, CEO at Leo Burnett said “We’re absolutely thrilled to have been asked to partner Morrisons on their next exciting chapter. Morrisons is a proudly populist brand and we can’t wait to leverage the populist creativity Leo’s is known for to help the business reach new heights. This was a brilliantly run process to be part of – from start to finish.”

Paul Phillips, managing director at AAR said “How you show up in a pitch offers a window on what it’s going to be like when working together. Everyone involved from Morrisons ensured agencies gave it their all, as they competed not just to win the account but for the chance to work with this marketing team to help deliver a shared ambition for the business. This also made it a lot easier and more enjoyable for AAR to offer our guidance and support.”

Morrisons has continued to demonstrate its commitment to delivering for customers in recent months through a range of initiatives including cutting and then freezing the prices of 150 of the most popular products in September and then a further 50 Christmas lines last month, the introduction of exclusive offers to My Morrisons members and the continuation of the Kids Eat Free All Day initiative in Morrisons cafés.

Morrisons has 498 supermarkets across the UK, over 1,100 convenience stores, 19 food making facilities and a large wholesale business.