Morrisons – Let's Grow: 'Getting your hands dirty with Morrisons'

INTRODUCTION: A NEW IDEA TO ENGAGE CUSTOMERS

This paper tells the story of how a new marketing programme, rooted in a truth about the business and answering a new consumer need, generated significant returns.

Following the success of Morrisons' brand re-launch in 20071, their competitors in the supermarket category reacted in true retailer style, investing aggressively to steal back market share.

In September 2008 Morrisons set out to take customer engagement to a new level and wrestle back the initiative. Building on what made Morrisons different as a business, and leveraging a cultural trend to bring to life, we created 'Let's Grow'.

Let's Grow is a groundbreaking community engagement programme designed to increase footfall and drive customer loyalty. A year in the making, Let's Grow has involved government stakeholders, charities, primary schools, a new in-store voucher scheme, a new online infrastructure, and all of Morrisons' agencies pulling together to make it happen. In its first year, it has generated a sales return on marketing investment of £21.57 per £1 invested.

LET's GROW: WHAT IS IT?