ABOUT

Owing to the profusion of choice available, cereals have become one of the most diverse categories on supermarket shelves. It is also a category in decline as consumers turn to alternatives more suited to their busy lives. Our task was to introduce theatre and excitement, giving Morrisons’ cereals stand-out while also differentiating between various sub-categories.

To ensure we were building on solid foundations, our first task was to undertake a robust market mapping exercise. This combined with insightful category knowledge provided by the Morrisons team helped clearly define the cereal sub-categories and identify the products which belonged in each. Using the information that was revealed we developed with the client a category language which was familiar yet differentiating. Not only did this help consumers navigate the cereal isle, it also ensured the Morrisons ranges stood out from the branded goods around them. We are confident that our collaborative approach with the Morrisons team will enjoy a healthy sales increase.