Richard Warren

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Launch campaign case studyOctober 2008

• Richard Warren Director of Strategy DLKW

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From regional success to national struggle
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Market share declines
Source TNS Total Till Roll 12 weeks for Period 4
2004-2006
Urgent need to re-launch
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The key issue holding Morrisons back
Strong value perception
Deficit in food quality perception
Source Hall Partners April 2006 Base Main
secondary shoppers. Morrisons 571/ Tesco 405/
ASDA 345 / Sainsburys 275
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Perception
in the South of England
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Reality
More food prepared fresh in-store every day than
any other supermarket
Sandwiches made fresh
Pizzas topped fresh
Meat cut fresh by expert butchers
Bread baked from scratch by trained bakers
Cakes prepared fresh, with fresh cream
Cheese cut in-store
Fresh fish prepared by trained fishmongers
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Motivating
Customers
Colleagues
I get a lot of customers saying I want it fresh
They (customers) dont believe you when you say
its made in-store
Im shocked. Does my local Morrisons really do
all that?!
Its a really good selling point for us
Source Out of the Box Research 2007
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Differentiating
The Opportunity
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A fresh identity
New logo
New website redesign
In-store redesign programme
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New campaign TV (Market Street launch)
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New campaign TV (Seasonal)
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New campaign TV (100 British Meat)
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New campaign - Print
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Results
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1. Fastest growing supermarket
Spectacular leap in sales growth
Source TNS Total Till Roll 12 w/e January
2007-March 2008
Sales growth continues to exceed market in 2008
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2. Crowned Christmas winner 2007
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3. One million new customers gained
Increase in new customers vs. competitors Nov
07-January 08 vs. Nov 06-Jan 07
Source TNS
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4. Leading on fresh prep brand image
that feel brand They prepare more food fresh
in-store everyday than any other supermarket
08
07
08
07
Source Hall Partners Brand Advertising
Tracking Sep 2008
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5. Increase in food quality perception
Brand Image Food Quality
Source Source Hall Partners April 2006 versus
January 2008 Base Morrisons (232), Tesco (665),
ASDA (384), Sainsburys (360)
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6. ATL has contributed more than half of
Morrisons turnover growth during 2008.
TV remains the most powerful channel - especially
when brand tactical are used together
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Recognition
Retail Campaign of the Year 2008
Supermarket of the Year 2008
Grocer of the Year 2008
Retailer of the Year 2008
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Ultimatelyrecord market share growth
Market Share 2004-2008
Source TNS Total Till Roll 2004-2008