Getting your hands dirty with Morrisons

Story of the film

This Grand Prix award-winning case study on film, from the 2009 IPA Effectiveness Awards, shows how a new marketing programme generated significant returns at a time when competitors were concentrating on price. They used a wide range of communications to generate a brilliant payback. 

Summary

This paper shows how a new marketing programme generated significant returns at a time when competitors were concentrating on price. Following the success of Morrisons' brand relaunch in 2007, they needed to continue to stay one step ahead of their competitors. The solution was the 'Let's Grow' campaign, involving a voucher redemption scheme, providing schools with gardening equipment and seeds, and encouraging both teachers and children to enjoy growing their own food. Communications included a partnership programme with schools and then a national campaign to consumers, featuring TV, print and DM among others. In its first year, 85% of primary schools registered, 39 million vouchers have been redeemed and Let's Grow has generated payback of £21.57 per every £1 spent.

Judge’s comment

Morrisons

The Morrisons campaign not only ticked all of the Effectiveness boxes for the judges, it was also interesting, compelling, engaging and had a green element.

Lord Chadlington, Chief Executive, Huntsworth and Chairman of Judges


Film contributors

Titles are correct at the time of publish date

  • Michael Bates, Marketing Director, Morrisons
  • Sarah Hayworth, Client Services Director Mediaedge:cia
  • Sandya Payasena, Board Account Planner, DLKW

Databank

Title: Getting your hands dirty with Morrisons

Client: W.M Morrison Supermarkets Plc

Entrant: Mediaedge:cia

Principal authors: Sarah Heyworth - Mediaedge:cia, Veriça Djurdjevic - Mediaedge:cia

Contributing authors: Ann Wixley - MEC Access, Stuart Sullivan-Martin - Mediaedge:cia, Michael Bates - W.M. Morrisons Supermarkets Plc

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