Morrisons is celebrating Mother’s Day by unveiling a series of advertisements in the lead-up to 19 March.
Developed by creative agency Leo Burnett, the ‘Get the Hint’ campaign sees a variation of sons and daughters ask their mums what they would like for Mother’s Day.
Each of the mothers reply by saying “no idea” before the spots cut to promotions of various Morrisons products.
The campaign intends to highlight the supermarket as the ideal shopping destination for sons and daughters ahead of Mother’s Day.
Two 10-second ads will run across ITV, Channel 4 and Sky, with support from social, press, radio and display promotions.
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The news comes months after the supermarket appointed Leo Burnett as its new creative agency of record. Prior to this Morrisons 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 took over from ‘big six’ Publicis-owned agency Publicis.Poke in December.
“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.
