Morrisons is bringing back “More Reasons To Shop At Morrisons,” including a rework of the iconic jingle.
Created with Leo Burnett, the major new advertising and brand campaign debuts tonight on Coronation Street. It will celebrate the real and motivating reasons why customers choose Morrisons, in a funny and relatable way.
Following research into Morrisons distinctive brand assets, undertaken by Mountain View in 2022, the campaign will see the return of the “More Reasons To Shop At Morrisons” strapline, which was introduced in Sir Ken Morrison’s time and still resonates strongly with consumers despite last being used in 2006.
The research revealed that the “More Reasons To Shop At Morrisons” jingle showed a high level of brand recall and salience, so it has been refreshed with a modern twist, while retaining all the familiarity and nostalgia of the much-loved original.
Morrisons’ bold new brand world and visual identity also builds on the original branding. Specifically, the green and yellow colour duo and tree logo has been modernised and remains central to the new campaign after performing strongly in the research.
At the heart of the campaign, a series of seven 20” adverts focus on a different ‘reason’ to shop at Morrisons in a vox-pop and humorous style, direct to camera. The down to earth and unmistakably British films all end with the catchy new jingle and highlight Morrisons Market Street counters such as the freshly-baked doughnuts, the 100 per cent British meat sold on Morrisons butcher counters, the fresh produce, the famous salad bar and the popular café.
