Morrisons Launches Nutmeg Clothing

Morrisons has launched its new clothing line, Nutmeg, in-store supported by an integrated campaign from Live & Breathe.

 

The new family clothing brand has been created in response to shopper demand for a range that delivers value-for-money attire without compromising on quality. Nutmeg launched with children’s wear and a range of adult essentials.

 

The launch campaign aims to drive awareness for the brand, specifically targeting mums. Activity communicates the brand’s USPs as well as its competitive edge compared with other supermarket clothing brands.

 

Campaign activity includes in-store communications such as POS including gondola ends, perimeters and hanging signs, as well as outdoor posters.

 

 

The clean, modern creative features a white background accompanied by engaging and compelling photos of children modelling the clothing to evoke a feeling of excitement and playfulness. Clear price call-outs feature next to products to highlight the brand’s excellent value for money.

 

Tim Bettley, commercial director at Nutmeg, comments: “We hope our customers love the collection as much as we have enjoyed creating it. Nutmeg is a family brand and has been built around four ideas: fresh, thoughtful, accessible and affordable. It takes a fresh approach to supermarket clothing, adding thoughtful, helpful details across the range to make family life that little bit easier.

 

Belinda Youngs, corporate brand and marketing director for Morrisons, says: “Nutmeg gives a fashion twist to Morrisons’ quality and value credentials. The clothing has been priced to suit customer budgets without compromising on quality and differentiation has been delivered through consistent thoughtful touches such as expandable waists, no scratchy labels and zippers for little fingers. 

 

“We chose Live & Breathe to help launch Nutmeg in-stores because of its thoughtful approach and understanding of the practicalities of the in-store environment and how to secure cut-through for a launch of this kind.”

 

Stuart Mitchell, CEO of Live & Breathe, added: “In these austere times, convenience and value for money remain a key priority for shoppers. Mums are adapting their behaviour and getting increasingly savvy with their weekly budgets. The aim of our campaign is to show shoppers that with Morrisons they are getting high-quality clothing at prices to suit their budget. Creative has been kept simple to deliver the brand message in a clear and concise way. ”

 

Over the last 15 years, Live & Breathe has provided marketing support for Morrisons across a broad range of initiatives.