Morrisons: Fresh from Market Street

In Leo UK’s new integrated brand campaign “Fresh from Market Street”, they’ve highlighted Morrisons’ direct relationship with British farmers and fishermen as well as their commitment to getting quality produce onto the nation’s tables.

At the heart of the campaign are two AV films, directed by award-winning filmmaker Nick Ball. Set on stormy seas and in muddy fields battered by wind and rain, each film follows humorously determined shoppers who go to extreme lengths to source food. From hauling fish from choppy waters to pulling veg from the earth with a trolley in tow, the message is simple: shoppers don’t need to go to these extremes to source their food; Morrisons has done the hard work for them.

OOH

Across OOH, a new suite of brand-led ads juxtaposes striking British countryside visuals with Morrisons’ signature yellow price tags, reinforcing both quality and value in one bold frame. In addition to AV and OOH, the campaign will run across radio, social, digital and in-store for three months.

10″ Trade

The hero films are supported by a series of 10” trade spots pairing sweeping British landscapes with vibrant Market Street food visuals, connecting the beauty of the land and sea to Morrisons’ produce.

Parts of the campaign also features real-life Morrisons suppliers from across the UK. In-store and ATL photography showcases the people behind the produce – from strawberry growers in Scotland to sweetcorn farmers on the Isle of Wight. Each month a ‘hero’ product will be spotlighted across the campaign as part of a wider seasonal storytelling strategy, further championing British produce and the growers behind them. Further to this, our campaign included a social series following school students on field trips to Morrisons stores and partnered farms, and will soon involve a new product launch …