Morrisons Celebrates 125 Years of Fresh British Food

Morrisons is celebrating 125 years since its founder William Morrison first started the business as a market stall in Bradford in its latest ad which airs on Monday 17th June during 24 hrs in A&E on Channel 4.

The 40 second ‘Over the counter, over the years’ ad, created with agency Leo Burnett, follows a conversation between Morrisons colleagues and customers, played out over 125 years. It shows that while a lot has evolved in customers' lives since 1899, their passion for Morrisons great quality fresh food has remained. Today, Morrisons Market Street heritage is clear to see in stores up and down the country as skilled butchers, fishmongers, bakers, cheesemongers and deli colleagues proudly make and serve customers fresh food every day. 

The ad begins at Morrisons original Bradford market stall, with a customer purchasing local eggs. Then, with each cut, the film jumps through time to a new decade continuing the conversation between the customer and the colleague while also capturing the fashion, hairstyle and food choice trends of each era. We see colleagues' uniforms evolving from white overcoats to red bow ties and boaters while customers start out shopping in hats and change into brown sheepskin jackets and shell-suits! Throughout the ad, customers are seen buying fresh British food including mature British cheddar, sliced loaves, freshly caught and filleted fish and British Sirloin steaks before the ad finishes with a customer purchasing doughnuts from a modern-day Market Street counter.

The ad is part of a wider integrated multi-channel media campaign which spans TV including 10” Market Street promotions, Video on Demand, a partnership with Magic Radio, press, tailored addressable digital display, social media and out of home as well as activity in Morrisons stores and online.

Media planning and buying is led by Wavemaker UK.

Out of home executions will feature images of Morrisons Market Street colleagues and highlight their skills and expertise while a social media campaign will show the customers and colleagues from the ad tasting modern-day Morrisons favourites and sharing their reactions. Retro recipes from each decade of the past 125 years will also be shared across Morrisons social channels, website and blog.

The 125 year celebrations don't end there. Throughout the month, offers and activities are live for customers across the UK, including the chance for More Card members to become a More Points Millionaire and participate in the biggest ever ‘Basket Bonus’. Morrisons is also launching a £1m charitable fund to enhance community spaces across the UK.

The ad was directed by ‘US’, through Academy and will be shown on network TV spots that include ITV’s Coronation Street, Channel 4's Bake Off The Professionals and Channel 4's Celebrity Gogglebox.

Rami Baitiéh, Morrisons CEO, said, “For 125 years, since William Morrisons founded our company, customers have been enjoying our great quality British food. A lot has evolved during that time and we have gone from a single market stall to having our famous Market Street counters with skilled colleagues such as our butchers, fishmongers, and bakers in our stores nationwide. One thing that has remained constant throughout is our commitment to offering great tasting affordable food for everyone. We look forward to celebrating this milestone moment, and the legacy of William Morrisons and Sir Ken, with our customers over the coming weeks.”

Mark Elwood, chief creative officer, Leo Burnett UK, said, “As other supermarkets have shut their fresh food counters, Morrisons Market Street is still going strong. Their commitment to fresh food, value and service to their customers is in their DNA. Bread made and baked fresh in-store. Fresh fish filleted so you don’t have to faff. Just the right amount of fresh minced beef for your mid-week spag-bol, all served with smiles and advice. 125 years of values and value still going strong. A compelling reason to shop at Morrisons.”

Dan Jannings, client lead, Wavemaker added, "Over the counter, over the years perfectly captures that essence of Morrisons and showcases why it has become such a much-loved retailer. It is the ideal way to celebrate an impressive 125-year milestone and showcase Morrisons’ Market Street proposition. We're proud to be supporting the campaign with a multi-channel touchpoint media strategy and plan that showcases all the reasons consumers will continue to shop at Morrisons."