UK supermarket Morrisons isn’t pulling any punches with its new year campaign, which centres around a 30″ no-nonsense TV ad showcasing the range of its prices which have been frozen throughout January.
Developed by the team at creative agency Leo Burnett, the advert focuses on highlighting the wide variety of produce included in the 1,000 ‘prices locked low’ which Morrisons has frozen for the coming month.
The new year price lock is taking place for the second year in a row, marking a strategic move from the grocer during the ongoing cost-of-living crisis. Starting in January – which Morrisons says is “arguably the toughest month of the year financially” – it will be running for the next eight weeks.
The 30” film builds on the brand launch and highlights customers’ excitement as they see products at new lowered prices everywhere they look across the store.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The film opens with a customer browsing the aisles of a Morrisons supermarket.
After seeing a sign that reads ‘More than 1,000 prices locked low’, an upbeat track kicks in as she gazes in amazement at the new lowered price of bananas. The camera goes on to rapidly zoom into various products, all featuring a padlock labelled with ‘Prices Locked Low’, which locks shut with a satisfying click.
The supermarket has also invested a further £15m in cutting prices across a range of products as it looks to help customers in the post-Christmas period.
The IPA Bellwether report revealed last year that sales promotion was the top performing category for the first half of 2023 as brands and retailers invested in helping customers cope with high levels of inflation. Elsewhere, Kantar data revealed that sales, deals and promotions made up more than a quarter (27%) of all supermarket sales throughout October as companies looked to entice customers instore.
“We know that January can be a difficult month for many after enjoying the festive season, so we wanted to do all we can to keep prices low,” said Morrisons chief customer and marketing officer Rachel Eyre.
