MORRISONS SUPERMARKETS: LET'S GROW by Mediaedge:cia London for Morrisons

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MORRISONS SUPERMARKETS: LET'S GROW

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Industry Supermarkets
Media Ambient, Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency Mediaedge:cia London
Released June 2009

Awards

Cannes Lions 2009
Media - Silver

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Sponsorship
Title: LET'S GROW
Advertiser/Client: MORRISONS
Product/Service: SUPERMARKETS
Entrant Company: MEDIAEDGE:CIA London, UNITED KINGDOM
Media Agency: MEDIAEDGE:CIA London, UNITED KINGDOM
Creative Credits
Name Company Position
Ann Wixley Mec Access Activation Director
Sarah Heyworth Mediaedge:cia Client Services Director
Michael Bates Morrisons Marketing Director
Anna Hancock Mediaedge:cia Business Director
Sandya Piyasena DLKW Board Account Planner
Claire Hunt Candi DLKW Planning Director
Adrian Thomas Billington Cartmell Director
Paul Mcaffrey Lexus Pr Account Director
Mark Fawcett National Schools Partnership Chief Executive
Ian Egginton-Metters Federation Of City Farms And Community Gardens (fcfcg) Assistant Director
Bill Graham Farming And Countryside Education (face) Executive Director
Details
Results and Effectiveness:
Let’s Grow has involved more schools, more seeds and more sales than could ever have been anticipated. Within three months, 18,000 primary schools had signed up (over 85% of primary schools across the country), shattering the initial target of 6,000 schools. So far, there have been over 40m vouchers redeemed (with some even traded on eBay), 15,115 equipment orders and 166 press articles with 150 MPs applying to visit participating schools. The success has equated to £1.1m additional weekly sales during the voucher redemption period, driving 2 million extra visitors in-store and creating significant ROI (6:1) compared to marketing investment.
Creative Execution:
Research demonstrated that Morrisons ‘fresh’ programme should engage families and local communities by supporting primary schools. After thorough analysis of competitor activity in and out of store, we found open territory in an idea rooted in food and the environment. We conceived Let’s Grow – a ground-breaking programme to help children grow fresh fruit and vegetables via an instore voucher scheme. Let’s Grow enabled children to redeem vouchers for ‘growing kits’ to experience the journey ‘from seed to plate’ in their own classrooms. Families collected vouchers for their local school with every £10 purchase at Morrisons. Central to Let’s Grow was an online interactive hub, which became the main interface between Morrisons and the participating schools. To promote Let’s Grow, a two-tier marketing campaign was launched targeting teachers (below-the-line) and consumers (above-the-line, fronted by celebrity gardener Diarmuid Gavin and supported by key government bodies) to encourage online programme registration.
Insights, Strategy and the Idea:
Objective: Following its acquisition of the Safeway franchise, Morrisons looked to change consumer perceptions south of Scotland and broaden its appeal. With its greengrocer heritage, Morrisons was keen to bring its Fresh Choice for You proposition to life, engage local communities and to increase shopper loyalty amongst its core audience of 25-40 year-old mums. Insight: A traditional advertising campaign was insufficient to shift brand perceptions. To promote its brand proposition, Morrisons needed to demonstrate ‘fresh’ in a tangible, engaging and real-life way. Idea: To capture the imagination of the nation’s children, educate them on the origins of their food, enable them to grow their own food at school and inspire healthy eating. Solution: Morrisons’ Let’s Grow campaign linked primary schools with an instore voucher scheme that enable children to redeem vouchers for ‘growing kits’. These provided schools with everything from seeds and spades to greenhouses.