Morrisons: M Savers

This campaign was for the repositioning of the low-cost "value" range at Morrisons, a UK supermarket chain.

Morrisons: M Savers

Coley Porter Bell

Client: MorrisonsCategory: 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...

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