- New internal agency team will help brands develop and deliver creative marketing campaigns across supermarkets, convenience stores and online shopping channels
- The new Group will provide access to Morrisons media channels through one central function
- Insight-led bespoke campaigns will harness Morrisons data and technology
Morrisons today announced the launch of Morrisons Media Group, a full-service internal advertising agency team, to enable supplier brands to deliver high-performing marketing campaigns to Morrisons customers.
The new service for suppliers who stock their brands and products in Morrisons stores was revealed at Morrisons annual Supplier Conference today in Bradford. Morrisons Media Group will leverage creativity, data and technology and will help brands advertise to customers through Morrisons owned and external media platforms via one central function. The team will represent Morrisons Customer, Trading and Marketing priorities, with the market-leading expertise to create insight-led, creative campaigns that resonate with Morrisons customers and maximise ROI for brand partners.
Morrisons Media Group will develop targeted advertising campaigns, tailored to an individual brand’s goals and objectives, across the full customer journey. It will offer opportunities for brands to communicate with customers across Morrisons full network of stores – including main estate supermarkets, as well as the growing number of convenience stores and newer online shopping channels such as Morrisons on Amazon and rapid delivery partners.
The new media service builds significantly on what has been previously available to brands. Plans include more targeted marketing opportunities on a store-by-store basis and the introduction of more digital channels. By combining MyMorrisons loyalty data and Morrisons e-commerce data, brands will have greater opportunities to connect with bespoke audiences to deliver more personalised advertising and will be better able to track media investment back to sales.
Morrisons Media Group will also leverage the strength of Market Street where shoppers value the provenance, quality and freshness of its produce. This will be achieved through product partnerships, seasonal events and sampling activations.
Rachel Eyre, Morrisons Chief Customer and Marketing Officer, said: “We want to work more closely with our suppliers on targeted, high-performing campaigns that will benefit both their businesses and our customers. The new dedicated internal agency team at Morrisons Media Group will do just that.”
To deliver the service, Morrisons has partnered with commerce marketing specialist, SMG.
Sam Knights, Chief Executive Officer, SMG said: “We’re delighted to partner with Morrisons. With its scale and diversity across UK grocery, convenience and ecommerce, as well as their market-leading data availability, Morrisons represents a brilliant opportunity for suppliers to amplify their brand presence in a targeted, connected way, across the full path to purchase.”
Morrisons Media Group offers brands:
- Ability to reach shoppers across a spectrum of owned channels across Morrisons in-store and online media platforms
- Connected campaigns across third party channels, including digital and social
- Dedicated account management and a full-service approach from campaign planning to concept development
- Robust measurement of customers’ shopping journeys and clear ROI reporting
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