Morrisons: The Perfect Partnership

Watch the case study video below

Challenge

Morrisons had seen a challenging year of trading in 2012, with a decline in sales and competition as fierce as ever. Although the supermarket had strong product offerings, like the skills of the master butcher, fishmonger and baker on their in-store ‘Market Street’, it needed to re-connect with family shoppers on an emotional level, while simultaneously showcasing the expertise of its staff. 

Insight

Much-loved personalities can help viewers establish an emotional bond with brands and MEC and ITV agreed that Ant & Dec, the nations’ favourite ‘bromance’, had the magic touch with Morrisons’ family shoppers. 

Idea

Morrisons would effectively ‘own’ Saturday nights on ITV across four months, aligning itself with Ant & Dec and two of the UK’s biggest entertainment shows – Britain’s Got Talent (BGT) and Saturday Night Takeaway (SNT).  

Implementation

ITV and MEC created a new kind of 360-degree partnership, encompassing on-air, online and in-store elements. The on-screen partnership ran from Feb until June 2013, and included:

  • Ant & Dec fronting Morrisons’ TV spots, becoming true brand ambassadors through the ‘Market Street’ narrative
  • Sponsorship of Saturday Night Takeaway and Britain’s Got Talent with bumpers showcasing the skills of Morrisons’ staff members

The campaign also went in-store:

  • Ant & Dec went ‘on-tour’, meeting staff and starring in Morrisons’ intranet content
  • Show tickets and meet & greets with Ant & Dec were given to Morrisons’ high-achieving staff
  • 11 milliom customers per week received Ant & Dec game cards for a weekly on-screen draw
  • BGT held mobile talent auditions at stores and placed supportive banners outside finalists’ local stores
  • Morrisons launched SNT branded meal?packages, with POS signage in-store

Digital integration was also a key component:

  • The Morrisons/Ant & Dec game was launched on the SNT mobile app
  • Little Ant & Dec made cooking videos with chefs in branded kitchens
  • ‘Big’ Ant & Dec seeded content on social media
  • Additional content of Ant & Dec learning skills from Morrisons’ staff featured on the company’s BGT microsite

 

Results

The campaign delivered a return on investment for Morrisons that was double the category average

The SNT Meal Deal accounted for 1 in 4 of every supermarket Indian takeaway sold during the on-air dates

Viewers of the sponsorship are 70% more likely to consider shopping at Morrisons

Significant increase in brand metrics for both service and product

One act who auditioned for BGT at the Morrisons auditions tour made it all the way to the BGT Final – opera-singing brothers Richard and Adam 

  • 70% Of viewers of the sponsorship are more likely to consider shopping at Morrisons
  • 1 in 4 Of every takeaway Indian meals sold was a BGT Indian meal deal

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