Agency: Poulter Partners | Authors: Chris Blythe |
Area Awards 1999
The 'Big Coin'
Dramatising big savings at Morrisons
SYNOPSIS
In recent years, all major supermarkets have sought to use their advertising to promote the quality of their offering, with value and prices as a secondary underpinning to this strategy.
At the beginning of 1999, a number of factors combined to signal the beginning of a new supermarket price war. The focus for supermarket advertising had to change.
Morrisons seemed well placed to capitalise upon this shift. Amongst their own...