Another pitch winning strategy and idea.
Food is about so much more than hunger. It’s about bringing people together, sharing, laughing, crying. It’s about emotion.
And Morrisons has a huge vertically integrated business, owning farms, fisheries, bakers and abattoirs. Meaning it makes more of it’s own food than any other supermarket. Helping to make those emotional moments in people’s lives.
Morrisons Makes It.
A unified campaign followed, flowing seamlessly through almost every channel, allowing us to do interesting stuff like the Emotion Cookbook.
But it’s a retailer after all, so did it work? An extra 500k packs of doughnuts per week sold. A 15 fold increase in the sale of fish pies per week. And a share bump from £1.39 to £2.20.