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
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
