Morrisons is celebrating its 125th anniversary with a new integrated campaign and TV advert championing the supermarket’s fresh British food heritage.
The advert, which is due to air today (17 June) during 24 hrs in A&E on Channel 4 at 9.15pm, celebrates 125 years since founder William Morrison started the business as a market stall in Bradford.
The 40 second ‘over the counter, over the years’ advert, created with agency Leo Burnett, shows a conversation between Morrisons staff and customers, played out over 125 years.
The advert begins at the company’s original Bradford market stall, with a shopper buying local eggs. With each cut, the film moves through time to a new decade, continuing the conversation between the shopper and worker while capturing the fashion, hairstyle and food choice trends of each era.
Throughout the film, customers are seen purchasing fresh British food including mature British cheddar, sliced loaves and British Sirloin steaks, before it concludes with a customer buying doughnuts from a modern-day Market Street counter.
The advert, which will be shown on network TV spots such as ITV’s Coronation Street, comes under a wider integrated campaign spanning TV, radio, press, digital display, social media, out of home and activity in Morrisons stores and online.
Out of home executions will show images of the supermarket’s Market Street staff and highlight their skills and expertise while the social media campaign will show the shoppers and workers from the advert tasting modern-day Morrisons favourites and sharing their reactions.
Retro recipes from each decade over the past 125 years will be shared across Morrisons social channels, website and blog.
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Offers and activities have also been launched for customers throughout the month, including the chance for More Card members to become a More Points Millionaire and participate in its biggest ever ‘Basket Bonus’.
Morrisons CEO Rami Baitiéh said: “For 125 years, since William Morrisons founded our company, customers have been enjoying our great quality British food.
“A lot has evolved during that time and we have gone from a single market stall to having our famous Market Street counters with skilled colleagues such as our butchers, fishmongers, and bakers in our stores nationwide.”
“One thing that has remained constant throughout is our commitment to offering great tasting affordable food for everyone.
“We look forward to celebrating this milestone moment, and the legacy of William Morrisons and Sir Ken, with our customers over the coming weeks.”
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