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We have launched a new integrated marketing campaign for Morrisons as it looks to position itself as a new, lower priced retailer. The “I’m Your New Cheaper Morrisons” brand repositioning will see the retailer cut the cost of over 1,200 everyday favourites in store and online. The moves are not short term reductions but new every day low prices on the products its customers buy week in and week out.

The supporting marketing activity launches with new TV adverts as well as billboard and bus stop executions, print cover wraps including the Metro and The Sun and homepage takeovers across key lifestyle and social media sites. There is also extensive in-store messaging.

The TV ads capture the nation’s love of food in real everyday moments, highlighting truths about food that everyone will recognise. Each advert features an everyday favourite that is now cheaper at Morrisons.

The creative is being rolled out in-store across the country today as well as across all of Morrisons owned media channels. Key elements include a ad break takeover during Emmerdale and Coronation Street on launch day, solus ads for VOD and a variety of out of home media including banners and roadside billboards across thousands of sites up and down the country.