Morrisons: M Savers

Coley Porter Bell

Client: Morrisons
Category: Packaging (Own Brand - Other)

Executive summary

Morrisons, one of the UK's 'big four' retailers, asked us to redesign their Value range (Morrisons Value) as part of the strategic overhaul of their entire own brand offer. The objective across the brand was to better reflect their revised brand ambition of delivering Quality and humanity, bringing the people behind the brand to the fore, even in the Value offer.

Qualitative research carried out by Morrisons told us that shoppers admitted to hiding the value range products in their baskets as the glaring designs seemed to publicise frugality. They left consumers embarrassed at the thought of being seen with the acidic yellow packs from Morrisons or those garish blue and white stripes from Tesco. The research conclusions were blunt: the Value brand was seen to be "pulling down the perceptions of Morrisons' own label and Morrisons"i.