The agency powerhouses have developed Morrisons’ brand-new visual identity, as well as ‘Morrisons more’ loyalty scheme.

Leading creative agency Live & Breathe today announces a partnership with Leo Burnett and Wavemaker to launch Morrisons’ new brand campaign, building on the well-established strapline of ‘More Reasons to Shop at Morrisons’.

The agency trio were tasked with creating a brand identity which resonates positively with the nation, whilst driving in-store customer sign-up to the new Morrisons More loyalty scheme.

The new brand visual identity will be rolled out across all channels, showcasing Morrisons’ personality with a new tone of voice and creative look and feel.

Brand asset research, as well as customer and colleague insight/listening fed into this campaign, finding that the supermarket already had a very high level of brand recall for the ‘More Reasons To Shop At Morrisons’ campaign and jingle. There was a strong recognition amongst customers of the core Morrisons green and yellow colour palette and Market Street, so the new brand identity builds on these trademark visuals.

Meanwhile, Morrisons More – the new loyalty proposition – allows shoppers to earn points on selected products in-store and online, as well as earning five points for every litre of fuel purchased at a Morrisons fuel stations. Once a customer has saved 5,000 points, they will receive a ‘Morrisons Fiver’, which can be redeemed on a future shop, in-store or online.

Rachel Eyre, Chief Customer and Marketing Officer of Morrisons said:

“A huge day today for all of us at Morrisons as we launched not only our new brand platform, More Reason to Shop at Morrisons, but also our new loyalty scheme, Morrisons More. Both take the very best of our past and combine it with what’s relevant and motivating today, wrapped up in a new identity and personality that a brand like Morrisons deserves.

“With a laser-focus on effectiveness, creative excellence, entertainment and outstanding execution from start to finish, I could not be more proud or grateful to be part of the team that has made this happen – covering almost every function internally and our key partners Wavemaker, Leo Burnett and Live & Breathe.”

Lucy Bramley, Group Account Director, Live & Breathe said:

“Live & Breathe are delighted to have collaborated with Leo Burnett and Wavemaker to bring a new brand visual identity and Morrisons More loyalty proposition to life. Live & Breathe’s remit was to ensure the in-store comms channel aligned to the ATL activity whilst being shopper focussed and suitable for the in-store environment. To ensure this, we considered the messaging at high, eye and buy level works, to inform, educate and excite shoppers along the customer journey, in addition to promoting the Morrisons More loyalty proposition and driving the consistency of comms that showcase the new creative look.”