Morrisons

Boosting the persuasive power of own label brand

Rolling with the pace of retail

With a business as complex and varied as Morrisons, they need a partner who understands the retail environment inside and out. From strategy and concept creation, to branding and packaging, to photography and artwork production, we’ve been that partner. Over an 18-month period, we’ve delivered large scale roll-outs of some of Morrisons best loved own-label ranges and helped reposition them as active leaders in their categories.

free from - The perfect balance of trust & taste

With more wellness and nutritional choice available than ever before, it’s no longer enough to just talk about what you haven’t got by way of allergen certification. You have to appeal as a brand and deliver on taste. By shifting the emphasis from being a rational choice to one based on personality and flavour, we helped create mainstream appeal across the more than 100 SKUs of Morrisons free from range.

Counted – flavour without compromise

Calorie-controlled meals is a hugely popular and ever-growing category for Morrisons. To help their own label brand ‘Counted’ make the most of this opportunity, we dialled vibrancy and indulgence up to the max with a bold new identity that now stands out amongst even the most dynamic competition. Dieting never tasted so good.

Organic – beautifully fresh and contemporary

With people becoming more mindful of their food choices, they are increasingly turning to organic produce. But with the premium cost associated with it, Morrisons wanted to rethink their ‘Organics’ proposition and reassure their customers that healthy eating was still great value. Our ‘Let’s Eat Better Together’ platform is designed to be accessible to all, inviting a shift in mindset where everyone is welcome to play their part. That’s reflected in the spirit of the new identity which is rich in layers, diversity and connection to the earth.

What partnership looks like

The work we do for Morrisons is brilliantly varied but these three examples proved three truths. Firstly, when you start with a powerful insight, you can make niche categories around the weekly shop immediately more accessible. Secondly, with the right approach you can reposition own label propositions strong enough to become destination brands that compete with category leaders. Finally, when you get the creative right, you can set new standards beyond just mimicking legacy category codes.

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