M LOCAL by Fitch for Morrisons

M LOCAL

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Industry Supermarkets
Media Design & Branding
Market United Kingdom
Agency Fitch
Creative Director Alasdair Lennox
Designer Matt Robsinson
Released July 2011

Credits & Description

Category: Point of Sale
Advertiser: MORRISONS
Product/Service: M LOCAL
Agency: FITCH
Creative Director: Alasdair Lennox (Fitch)
Design Director: Nathan Watts (Fitch)
Design Director: Phil Heys (Fitch)
Associate Design Director: Claire Siderfin (Fitch)
Senior Designer: Paul Chatelier (Fitch)
Senior Designer: Mark Pidgeon (Fitch)
Senior Designer: Gemma Edwards (Fitch)
Designer: Matt Robsinson (Fitch)
Strategic Planning Director: Aaron Shields (Fitch)
Managing Director/Europe And Russia: Lucy Unger (Fitch)
Client Services Director: Kevin Doherty (Fitch)
Client Manager: Fiona Young (Fitch)
Senior Design Manager Convenience: Helen Twigg (Morrisons)
Head Of Formats: Andy Newton (Morrisons)
Head Of In-Store Marketing: Joe Ward (Morrisons)
Media placement: M Local - Convenience Supermarket - 8th July 2011
Media placement: 'Fresh' Board - In-Store POS - 8th July 2011
Media placement: Bag For LIfe - In-Store POS - 8th July 2011

Describe the brief from the client
UK ‘top 4’ supermarket Morrisons, were lagging behind their competitors in moving into the convenience market. Using this as an opportunity to learn from global best practice and ‘leap frog’ the sector, they wanted a new convenience store design that dispelled the long held belief that convenience shops don’t sell fresh food.

Describe the challenges and key objectives
Over the last 5 years, Morrisons has nurtured a perception of delivering fresh food at low prices, in their big shops. The challenge was to replicate this in a convenience format and change the way customers think of convenience store shopping. If the competition was about being ‘supermarket’ fresh, 'M local' needed to be ‘market’ fresh and we needed to design a range of POS material for the brand that celebrated a proud food heritage and told a credible 'field to fork' story.

Describe how you arrived at the final design
Taking cues from the eclectic and hand-crafted feel of a true market place, we developed a new vibrant brand language- introducing fresh green to the colour palette and using a natural typographic style and materials to deliver a more authentic and playfully human face for Morrisons, thus prompting people to better engage with the brand.

A new suite of POS material tells celebratory stories around provenance, quality, freshness and locality, as well as making suggestions for meals that can be cooked from scratch.

Give some indication of how successful the outcome was in the market
"M local provides the most differentiated and compelling small shop offer the UK has seen in many years. Based on a design that’s rooted in strategic brand knowledge, the new concept isn’t just different for different's sake but provides environments that celebrate the very heart of Morrisons’ brand history and positioning. A genuinely usable design with customers and colleagues in mind, M local allows neighbourhood communities to experience the fresh food that Morrisons is famous for, in an environment that is truly reflective of everything our brand believes in". - Joe Ward, Head of In-Store Marketing, Morrisons