LONDON, UK — Supermarket chain Morrisons has celebrated and reinforced its commitment to its “More Card” loyalty scheme by launching a new brand platform and integrated, multi-platform campaign. Created by Leo Burnett, “Pay Less with More Card” is designed to increase sign-ups and regular use of the “More Card” by emphasizing the significant savings customers can enjoy through its exclusive, significantly lower prices.
The campaign kicks off today with two humorous 30” films that feature customers experiencing light-hearted confusion over the concept of the “More Card” as they’re paying so much less for their shopping. The tension builds as customers glance around the “More Card” signs displayed across their local Morrisons store in bewilderment. The music crescendos as the customers slowly realize they are paying far less, and the films end with the customers scanning their “More Card” triumphantly.
The films, alongside above-the-line activations, featuring a refreshed visual identity, spotlight the vast array of products available at lower prices. The campaign spans TVC, print, digital OOH, social media, and a radio partnership with Bauer Media.
In addition, “Pay Less with More Card” includes a range of social creative spots, including the “Trolley v Trolley Competition” where customers will race against the clock to list as many discounted products as possible. A lucky few participants will win their weekly shop, adding an extra layer of excitement and engagement. The challenge will be further amplified in-store, pitting customers against each other in a head-to-head battle. At the same time, Morrisons employees across the nation will announce the “More Card” deals to unsuspecting customers over the tannoys with the reactions captured via social channels. The social campaign aims to showcase that with so many deals landing each week, it’s challenging to name them all.
Morrisons and Leo Burnett will also show audiences how to maximize the “More Card” prices with a special edition of its CookMark Series. Audiences will join budgeting recipe content creators to cook up meals under a budget, made only with products included in “More Card” Prices.
The new brand platform “Pay less with More Card” comes as Leo Burnett recently expanded its scope with Morrisons, adding social to its creative remit in June 2024.
All media was planned and bought by Wavemaker UK.
Rami Baitiéh, Morrisons CEO, said, “The ‘More Card’ loyalty scheme is at the heart of our commitment to offering unbeatable value to our customers. With the ‘Pay Less with More Card’ campaign, we’re not just highlighting the incredible savings available but also making it fun and engaging for our customers to discover all the benefits of being a More Card member.”
Kimberley Gill, Creative Director at Leo Burnett UK, added, “Loyalty is a busy and noisy space. So, we wanted to celebrate the More Card in an entertaining and ownable way. With a good dollop of storytelling, plenty of interactive challenges, and finished off with our More Card Merch Man.”
CREDITS:
CAMPAIGN TITLE: Pay Less with More Card
CLIENT: Morrisons
ADVERTISING AGENCY: Leo Burnett UK
CCO: Mark Elwood
EXECUTIVE CREATIVE DIRECTOR: James Millers and Andrew Long
CREATIVE DIRECTOR: Kimberley Gill
COPYWRITER: Conrad Swanston
ART DIRECTOR: Alex Bingham
AGENCY PRODUCER: Lou Pegg
CREATIVE DIRECTOR OF DESIGN: Dave Allen
DESIGNER: Harry Ingrams
HEAD OF PLANNING: Joe Beveridge
PLANNING DIRECTOR: Rebecca Field
BUSINESS LEAD: Sophie Garrett
ACCOUNT DIRECTOR: Matt Paul
SENIOR ACCOUNT MANAGER: Carys Parry
ACCOUNT EXECUTIVE: Meyaa Nelson
MEDIA BUYING AGENCY: Wavemaker UK
MEDIA PLANNER: Richard Bartlett
MEDIA BUSINESS LEAD: Dan Jannings
MEDIA ACCOUNT DIRECTOR: Laura-Louise Cooper
PRODUCTION COMPANY: Arts & Sciences
DIRECTOR: Craig Ainsley
EDITOR: Tim Hardy @Stitch
PRODUCER: Joshua Smith
POST-PRODUCTION COMPANY: Black Kite
AUDIO POSTPRODUCTION COMPANY – Sine Audio
SOUND DESIGNER – Phil Bolland
