Publicis London Highlights Emotion of Food for Morrisons

Today, Publicis London’s first major campaign for the supermarket Morrisons will go out nationally, launching the retailer’s new official brand proposition, 'Morrisons Makes It'. The campaign marks the agency’s first major work since winning the account in January this year.

The aim of 'Morrisons Makes It' is to convey to shoppers the understanding that food means more than just what’s on the plate. The campaign brings to life the emotion of food, and the role it often plays in our lives; such as bringing family together and happiness.

The first TV ad titled ‘Chairs’ features a whole family around the table for Easter - including grandma, granddad, uncles, aunts and friends. It shows the traditional ‘house hunt’ to find sufficient chairs for everyone to get seated for a delicious roast lamb. The lamb joint has been lovingly prepared in store by Morrisons Dewsbury store butcher, Cam. This ad ends with the emotive word 'Tradition', while Will Young’s 'Joy' plays in the background.

The campaign demonstrates the role that Morrisons’ butchers, bakers and fishmongers play in making (as well as retailing) food that is integral to its customers’ lives.

It will be followed by three more 40 second TV ads due to run from 28th March to the end of April.

The campaign includes press and radio, and will extend into digital and social in fun, entertaining and useful ways. Morrisons will help make Easter a special occasion for shoppers through interesting content and timely, location based messaging to help people buy the food that makes the moment for them.

Andy Atkinson, marketing communications director, Morrisons, said: “As a business, we are food makers and shopkeepers, and when customers see food being made right there in front of them, they absolutely get that Morrisons is unique.  We also hope the story of a family coming together to celebrate with food that Morrisons makes, really resonates with our customers.”

Dave Monk, executive creative director, Publicis London, said: “Morrison’s makes more food in-store than any other supermarket. Which is a brilliant starting point. The ‘Makes it’ campaign is all about the two things right at the heart of the brand, good food, and good honest people. So, whether it’s a leg of lamb bringing a family together, a cockle-warming fish pie, or a cheeky stole nibble of a donut, Morrison’s makes those moments, like a Yorkshire pud makes a Sunday Roast.”