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Business Challenge:
o Driving and incentivising mainstream behaviour change.
o Inducing brand loyalty.
o Optimising and driving awareness of partnership marketing relationships.
o Expanding breadth of offering without infringing on core proposition.
o Introduce a new-to-market concept

The issue:
Morrisons wanted a long-term solution to the temporary ‘Forecourt Wars’ - one which enabled shoppers to save money on fuel but also expanded their brand loyalty into non-grocery. The new scheme encouraged shoppers to purchase gift cards in-store which could be spent like cash in partner retail outlets and for every £10 spent in this way, 1p per litre of fuel could be saved. All shoppers want to save on fuel, but could they be persuaded to fundamentally change the way they shop?

Activation idea:
Turn what you buy into Fuel

Clear, visible and simple communication was key to ensure consumers understood the benefits and felt the scheme would be easy and worthwhile. In-store and forecourt media was exploited to drive visibility at the point where customers most felt the pinch. Gift cards and gifting partners were made prominent and key dates on the gifting calendar (Xmas, Valentine’s) were capitalised upon.

Business Effect:
• 800,000 customers saved money on fuel
• 282% year-on-year uplift in gift card sales value
• Doubled the average value of a gift card purchase