Morrisons M Savers: From Basic to Brilliant - The story of the UK's fastest growing grocer

This campaign repositioned Morrisons Value Own Brand, a low-cost private label line from a UK supermarket chain, by creating a new brand name (M Savers) and promoting this brand's quality and humanity.

M Savers: From Basic to Brilliant - The story of the UK's fastest growing grocer

Coley Porter Bell London

Advertiser: MorrisonsBrand: M SaversCountry: United Kingdom

Objectives

SCOPE OF THE PAPER

This paper tells the story of how Morrisons Value Own Brand1 was given a total makeover to prove budget doesn't mean less quality or less fun. This transformation, at a time when the economy was failing, brought joy to a category that previously felt somewhat dull and gloomy,making it the fastest growing grocery brand in the country2.

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