Morrisons has appointed Leo Burnett as its new creative agency of record, following a competitive pitch.
The news comes months after the supermarket chain launched a review of its agency account in a bid to address the changing role of supermarkets in consumers’ lives. The review was announced days after it was revealed that Aldi had overtaken Morrisons as the UK’s fourth largest grocer.
Leo Burnett will take over from ‘big six’ Publicis-owned agency Publicis.Poke.
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“Throughout the thorough pitch process we were impressed with the strategic approach, populist creativity and effectiveness mindset of the Leo Burnett team, as well as their demonstrable passion and ambition for the Morrisons brand and business,” Morrisons chief customer and marketing officer, Rachel Eyre, said.
“I also want to thank Publicis.Poke for their terrific work for Morrisons over many years and for their ceaseless energy, care and creativity.”
Most recently, the brand worked with Publicis.Poke to bring back Farmer Christmas for the second year running as part of its 2022 Christmas campaign.
Leo Burnett CEO Charlie Rudd added: “We’re absolutely thrilled to have been asked to partner Morrisons on their next exciting chapter. Morrisons is a proudly populist brand and we can’t wait to leverage the populist creativity Leo’s is known for to help the business reach new heights.”
