Morrison Unveils New Campaign as Tackles the Home Grocery Delivery Market
To support the fact that they are jumping on the home delivery bandwagon, Morrisons has launched a pun-based outdoor campaign to appeal to consumers.
The Morrisons.com home delivery service is run in partnership with Ocado. It is currently available in North London, with plans underway to roll out south of the river next year. The retailer is targeting the London catchment area for its two million households, which will be serviced from a distribution hub in Enfield.
Titled 'Up Your Street', the outdoor campaign was created by advertising agency DLKW Lowe. It puts the spotlight on seven London neighbourhoods with a visual food-based pun - examples include 'Finsberry Park', 'Mornington Cressent', 'Piccalilli Circus', 'Tottenham' and 'West Mincester'.
Morrisons have also recently appointed former Thomas Cook marketer Mike Hoban as their new Brand and Communications Director.
They currently face strong competition in the supermarket sector with fierce discounting rivalry and a move to smaller convenience store formats. Additionally, they will have serious catching up to do to gain market share from more established grocery home delivery services.