Morrisons – Fresh growth from relaunch-through-recession
Principal Authors: Sandya Piyasena – DLKW; Anna Hancock – MEC
Contributing Authors: Sarah Heyworth – MEC; Richard Burgess – Morrisons
This is the story of how a national supermarket, stereotyped as ‘pie-eating Northerners’, became an unlikely champion of fresh food quality and catapulted into growth. Equally surprising was their counter-intuitive commitment to fresh food quality throughout the recession.
After the troubled takeover of Safeway, Morrisons’ ‘fresh’ re-launch in September 2007 rocket-launched them into recovery and reversed their market share decline. Having overcome one tough test, Morrisons were about to experience another. Just as...