Morrisons encourages Xmas indulgence as sales slip further

Morrisons is encouraging consumers to enjoy an indulgent festive season with its new ad campaign using the tagline, "Go on, it's Christmas," as the supermarket looks to reverse declining sales.


The retailer today revealed that like-for-like third-quarter sales fell 2.4% year on year, although its expanding chain of M Local convenience stores helped total sales rise by 1%.

Morrisons also confirmed details of its long-awaited online grocery offering. From January, it will pilot the joint venture with Ocado in Warwickshire, before expanding to Yorkshire and covering half of the UK – including London – by the end of 2014.

To boost sales over the coming months, the brand is investing in a heavyweight Christmas marketing push starring TV presenter duo Ant and Dec, kicking off tomorrow (8 November) during ITV’s 'Coronation Street'.

The ad, by DLKW Lowe, shows Ant and Dec being serenaded by a dancing gingerbread man to the sound of 'Be Our Guest' from Disney’s 'Beauty and The Beast'. He is accompanied by animated elf-sized versions of Morrisons’ M Kitchen chefs.

Belinda Youngs, Morrisons corporate brand marketing director, said, "Our Christmas advertising is all about celebrating great-tasting food and great prices, offering the very best value for money at Christmas.

"We’ve been working with Ant and Dec all year and who better to help us celebrate than the nation’s favourite duo?"

Last year’s Morrisons campaign was cleared by the ad watchdog, after 26 viewers complained it reinforced "outdated stereotypes of men and women".

Separately, Morrisons has teamed up with to global in-store media specialists Mood to create an audio message from one its employees, Abi Alton, who is currently competing ITV’s ‘X Factor’.

The clip, which will be played out at all Morrisons stores, hears Alton say: "I just wanted to say thank you so much to all colleagues and customers for their support in my X Factor journey so far."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


TfL targets road rage with emotive campaign
Premier League rolls back into town with moody BT Sport ad
Amazon asks permission to trial Prime Air drone delivery service
Brands celebrate Germany's World Cup triumph
Morrisons' pun-tastic ads show off new London delivery service
Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims