• Morrisons

Morrisons / Safeway | Supermarkets

Morrisons was the UK’s fourth largest food retailer with over 400 stores. The business is mainly food and grocery – the weekly shop. Morrisons source and process most of the fresh food that they sell. Customer traffic is over nine million weekly, annual turnover circa £17bn., staff: 132,000 colleagues across the business.

  • Broad ranging marketing communications scope
  • Develop an internal and external marketing communications strategy and platform for integration trial ahead of the £3bn takeover of Safeway
  • Develop a Safeway store integration and marketing programme
  • Manage a review of strategic and advertising agencies- performance and suitability and recommend the allocation of £35m revenue budget
  • Develop co-op promotional strategies for strategic partners- particularly P&G and Unilever
  • Develop a feasibility plan for a customer magazine and manage its introduction
  • Local store launch and marketing programmes including deliverables
  • Developed, introduced and ran the 2001 publications and BTL strategy – delivering a 30% improvement in promotional sales from a reduced cost base. Created a powerful and commercially successful collection of digital and print based publications packages which largely continues today
  • Developed an effective store integration rebranding and relaunch programme, effective at maintaining and subsequently growing market share in the ‘difficult ‘expansion areas in the south of England
  • Introduced the 92 page Morrisons Magazine in 2008. Now circulating 1.4m copies per issue. Launched the online magazine in 2009. Regarded as an essential element of the Morrisons arsenal, the magazine has been profitable from issue 1
  • Delivered a new partner coop plan for FMCG suppliers delivering improved sales via enhanced visibility in store, and marketing collateral for lower cost
  • Business Morrisons
  • Tags FMCG, Supermarket