Supermarket chain Morrisons has turned its customers’ romantic “missteps” into love songs, as part of its Valentine’s Day campaign.
Devised by Leo Burnett, ‘Get Personal This Valentine’s Day’ features three original tracks – ‘Dine in for 2, for my Honey Boo’, ‘Oh baby let me buy you a strawberry tart,’ and ‘Nothing says I love you like a giant cookie’.
Each track tells the story of a past Valentine’s Day gift that missed the mark and highlights that Morrison’s products may serve as a better solution this year.
The songs – which will feature on Instagram, Facebook, TikTok and Spotify – were produced in collaboration with independent record label Ninja Tune and artist Dirty Nice and each track ends with: “It’s the loving season, Morrisons have all the reasons.”
Mark Elwood, chief creative officer at Leo Burnett UK, said: “This campaign showcases some bold, but ultimately not quite right Valentine’s Day choices. Clearly, we need to help the nation out. We’re helping Morrisons shoppers make up for some past missteps with some good ol’ love songs. You’re welcome, Valentines!”
As part of the campaign, the grocer will also launch a 20-second TV film ‘Personal Dedication’ on 10 February, which will focus on one customers as he publicly apologises to his partner for buying her a bin for Valentine’s Day last year.
Morrisons and Leo Burnett ran a nationwide competition to find the most unexpected Valentine’s Day gifts in the UK, they included an electric screwdriver, a calculator, a bin and nothing at all. It was run via social media and offered participants the chance to win a spa trip for two.
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Furthermore, the supermarket has been named as the official launch partner of Elizabeth Day’s new podcast How to Date.
The podcast is co-hosted by Married at First Sight’s Mel Schilling, and aims to help the public navigate modern dating.
Megan Fisher, Social Media Manager at Morrisons, added: “We love helping our customers make special occasions truly unforgettable. This campaign is all about turning those ‘What were you thinking?’ gifts of the past into something thoughtful and heartfelt – making this Valentine’s Day one to remember for all the right reasons!”
Media planning and buying were led by Wavemaker.
