Morrisons: Christmas ads should not be isolated events

Morrisons has launched its Christmas TV campaign, with two ads focusing on real-life staff including butchers, bakers, greengrocers and wine specialists.

Morrisons has launched its Christmas TV campaign, with two ads focusing on real-life staff including butchers, bakers, greengrocers and wine specialists.

Unsurprisingly spotlighting Christmas products such as turkey and mince pies, the campaign show how in-store expertise can help fuel festive family moments such as a game of Trivia Pursuit.

It also represents a continuation of the slogan Morrisons Makes It, which was first introduced back in Easter in a bid to give the brand a clearer point of difference over its rivals. The slogan appears in hashtag form throughout the two ads.

According to Morrisons’ marketing director Andy Atkinson, it was crucial that the big four supermarket launched a Christmas campaign that wasn’t just a one-off like the ads typically seen by the likes of John Lewis and Sainsbury’s.

He told Marketing Week: “The continuation of the Morrisons Makes It story is really important as we want to establish our point of difference as a foodmaker and shopkeeper.

“We could have just created an isolated, one-off ad for Christmas but that was something I wanted to avoid. It would have appeared too distant [from the year-round marketing we do].”

It’s safe to say 2016 will go down as a successful year for Morrisons. Last week it chalked up its fourth consecutive quarter of sales growth as like-for-like sales rose 1.6% for the 13 weeks to 30 October.

But if it is to stay in growth over the crucial Christmas period pricing will be key, according to Atkinson

Accepting that the Brexit vote has made customers more cautious with their Christmas budget, he concluded: “We listen to customers more than ever before and what’s clear is how important cheap prices will be this Christmas.

“We started Price Crunch in January and it has allowed us to reduce the prices of hundreds of lines and I think regardless of the backdrop [of our rivals] you will find Morrisons fighting to make sure we do everything possible to make sure our Christmas prices are cheaper.”

(Source: Marketingweek)

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