Morrisons pokes fun at the irony of its More Card loyalty scheme to highlight that – despite its name – the loyalty scheme actually means customers spend less.

Created by the retailer’s agency-of-record Leo Burnett, two 30-second films also shows off its refreshed brand platform and visual identity.

The ads show confused customers glancing around at the More Card signs displayed across their local Morrisons stores before they slowly realise they’ve bagged a host of deals and triumphantly scan their More Cards.

Leo Burnett UK creative director Kimberley Gill said: “Loyalty is a busy and noisy space. So, we wanted to celebrate the More Card in an entertaining and ownable way – with a good dollop of storytelling, plenty of interactive challenges, and finishing off with our More Card Merch Man.”

Alongside the films, the campaign promoting the brand refresh spans television, print, digital, out-of-home, social and a radio partnership with Bauer Media, with media planning and buying carried out by Wavemaker UK.

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Further creative spots running across social also include the ‘Trolley v Trolley’ competition where customers will race against the clock to list as many discounted products as possible.

The challenge will also be expanded on in-store as customers are pitted against each other in a head-to-head battle.

This latest loyalty campaign comes after Leo Burnett expanded its creative remit for the Morrisons account in June to include social. Media planning was carried out by Wavemaker UK.

“The ‘More Card’ loyalty scheme is at the heart of our commitment to offering unbeatable value to our customers,” said Morrisons CEO Rami Batiéh.

“With the ‘Pay Less with More Card’ campaign, we’re not just highlighting the incredible savings available but also making it fun and engaging for our customers to discover all the benefits of being a More Card member.”