MEC helps Morrisons reveal new value brand positioning » MEC UK

DJLT Animation
  • News
    News
  • Publications
    Publications
prev
next
What Brands Can Learn From an IPA Effectiveness Gold Winner

What Brands Can Learn From an IPA...

12/04/2017 12/04/2017

Stoptober is Public Health England’s...

Download

MEC at AdWeek Europe 2017

MEC at AdWeek Europe 2017

30/03/2017 30/03/2017

 MEC’s activity at AdWeek Europe 2017...

Download

The Age Debate

The Age Debate

14/02/2017 14/02/2017

Where do all the over 50s go? This question is absent from the many industry debates around diversity, as gender gaps and ethnic representation dominate the headlines...

Where do all the over 50s go? This question is absent from the many industry debates around diversity, as gender...

Download

Spotlight on Ecommerce

Spotlight on Ecommerce

20/07/2015 20/07/2015

With ecommerce sales set to hit $1.7...

Download

Global Ideas 2015

Global Ideas 2015

13/07/2015 13/07/2015

Welcome to Global Ideas, our annual showcase of great work from around the world.

Welcome to Global Ideas, our annual showcase of great work from around the world.

Download

Know the value of media

Know the value of media

17/11/2014 17/11/2014

Media Databases: the challenges and...

Download

Fast Take newsbrief-Apple

Fast Take newsbrief-Apple

10/09/2014 10/09/2014

Recapping Apple's official unveiling...

Download

Magnificent 7 - September

Magnificent 7 - September

09/09/2014 09/09/2014

September's hot stories from MEC.

September's hot stories from MEC.

Download

Brands will have to earn the right to communicate

Brands will have to earn the right to...

09/09/2014 09/09/2014

Essay by Richard Bradford - 2014 IPA Excellence Diploma Dissertation.

Essay by Richard Bradford - 2014 IPA Excellence Diploma Dissertation.

Download

I believe the future belongs to brand-drive business, not business-driven brands

I believe the future belongs to...

09/09/2014 09/09/2014

Essay by Emil Bielski - 2014 IPA...

Download

The creation of brand fame in the digital age

The creation of brand fame in the digital...

09/09/2014 09/09/2014

Essay by Pete Buckley.

Download

The future of brands lies in making loving fun

The future of brands lies in making loving...

09/09/2014 09/09/2014

Essay by James Boardman - 2014 IPA.

Download

The future of brands

The future of brands

05/09/2014 05/09/2014

Five awarded and inspiring essays by MEC’s class of 2013-14.

Five awarded and inspiring essays by MEC’s class of 2013-14.

Download

Magnificent Seven - July

Magnificent Seven - July

15/07/2014 15/07/2014

Seven hot stories coming out of July.

Download

Mec@Cannes 2014 - The Best Bits

Mec@Cannes 2014 - The Best Bits

24/06/2014 24/06/2014

Trends and highlights from Cannes Lions 2014.

Trends and highlights from Cannes Lions 2014.

Download

MEC@E3 2014 - WHAT YOU NEED TO KNOW

MEC@E3 2014 - WHAT YOU NEED TO KNOW

20/06/2014 20/06/2014

Trends from E3 & Why they matter.

Download

2014 FIFA World Cup social and mobile

2014 FIFA World Cup social and mobile

13/06/2014 13/06/2014

Estimated social and mobile usage during the 2014 FIFA World Cup, including recommendations for brands.

Estimated social and mobile usage during the 2014 FIFA World Cup, including recommendations for brands.

Download

Magnificent Seven - May

Magnificent Seven - May

10/05/2014 10/05/2014

MEC’s monthly round up of the big industry stories.

MEC’s monthly round up of the big industry stories.

Download

Mobile World Congress 2014

Mobile World Congress 2014

07/03/2014 07/03/2014

MEC's take-outs from the Mobile World Congress in Barcelona, 24-27 February 2014.

MEC's take-outs from the Mobile World Congress in Barcelona, 24-27 February 2014.

Download

Fast take newsbrief - Whatsapp

Fast take newsbrief - Whatsapp

21/02/2014 21/02/2014

Facebook acquires messaging...

Download

RP NO.4 - Setting the trends

RP NO.4 - Setting the trends

12/02/2014 12/02/2014

Welcome to MEC’s Review Preview Number 4.

Welcome to MEC’s Review Preview Number 4.

Download

Magnificent 7 - February

Magnificent 7 - February

01/02/2014 01/02/2014

Magnificent Seven.

Download

MEC@CES 2014 - WHAT YOU NEED TO KNOW

MEC@CES 2014 - WHAT YOU NEED TO KNOW

13/01/2014 13/01/2014

International Consumer Electronics...

Download

Fast take newsbrief - Super Bowl

Fast take newsbrief - Super Bowl

06/01/2014 06/01/2014

Super Bowl XLVIII driving social chatter

Super Bowl XLVIII driving social chatter

Download

Magnificent Seven - January

Magnificent Seven - January

01/01/2014 01/01/2014

Magnificent Seven

Download

Does your brand have momentum?

Does your brand have momentum?

06/08/2013 06/08/2013

A new approach to understanding and...

Download

GLOBAL IDEAS CAMPAIGNS THAT WORK

GLOBAL IDEAS CAMPAIGNS THAT WORK

01/08/2013 01/08/2013

Welcome to Global Ideas, our annual...

Download

ANALYTICS AND INSIGHT

ANALYTICS AND INSIGHT

26/06/2013 26/06/2013

How A&I can grow your business.

How A&I can grow your business.

Download

COOKIECUTTER TM

COOKIECUTTER TM

01/03/2013 01/03/2013

MEC’s Proprietary “Big Data” Solution to Quantify Digital Media ROI.

MEC’s Proprietary “Big Data” Solution to Quantify Digital Media ROI.

Download

RP NO.3 - Setting the trends

RP NO.3 - Setting the trends

20/02/2013 20/02/2013

Welcome to RP No.3, a series of...

Download

MEC @ SXSW 2013

MEC @ SXSW 2013

01/02/2013 01/02/2013

5 Notable trends & why they matter to...

Download

News

1 / 29

Publications

1 / 8
What Brands Can Learn From an IPA Effectiveness Gold Winner

What Brands Can Learn From an IPA Effectiveness Gold Winner

12/04/2017 12/04/2017

Stoptober is Public Health England’s long running, mass participation quit...

Download

MEC at AdWeek Europe 2017

MEC at AdWeek Europe 2017

30/03/2017 30/03/2017

 MEC’s activity at AdWeek Europe 2017 was focused on challenging people in the industry to ‘brave your bias’.

Download

The Age Debate

The Age Debate

14/02/2017 14/02/2017

Where do all the over 50s go? This question is absent from the many industry debates around diversity, as gender gaps and ethnic...

Download

Spotlight on Ecommerce

Spotlight on Ecommerce

20/07/2015 20/07/2015

With ecommerce sales set to hit $1.7 trillion in 2015, there is the rapid realization that it is as important to FMCG as it is to...

Download

 
 
MEC helps Morrisons reveal new value brand positioning
01/05/2014

MEC is working with Morrisons to launch its brand new “I’m your new cheaper Morrisons” repositioning with a multichannel marketing campaign spanning print, digital, TV, outdoor and sampling.

The activity aims to use media to deliver a seismic shift in customers’ perception of the brand. To signal the significance of the change, MEC has used a two pronged media approach; a huge cross-media announcement using distinctive media formats followed by the use of frequency driving channels to communicate the depth and breadth of products that have had prices permanently lowered.

The first phase began with three TV ad-break dominations in Emmerdale, Coronation Street and Britain’s Got Talent. Aiming to capture the nation’s love of food – and cheaper prices – in real everyday moments, the creative by DLKW Lowe features an everyday favourite that is now cheaper at Morrisons.

Over the May bank holiday weekend launch, activity included the UK’s first ever cover wrap of The Sun, as well as seven other national and regional cover wraps, and sampling of products across major travel termini.  Out-of-home activity was also a big part of the campaign, with high impact building banners across key UK cities, as well as projections onto the White Cliffs of Dover and the Angel of the North. The digital strategy saw homepage takeovers on YouTube, Facebook and Daily Mail and additional cross-device syndication of TV spots via Xaxis.

The second stage of the campaign will focus on frequency driving channels, TV, OOH, radio, press and digital, supporting over thousands of individual products permanently reduced.

In addition, MEC will use highly targeted media to reach Tesco, Aldi and Asda shoppers directly through SkyAdsmart and location and behaviourally targeted mobile, prompting customers to consider Morrisons.

Sian Runnacles, Business Director, MEC said: “This nationwide campaign shows Morrisons’ commitment to permanently lowering its prices, and we wanted to make as big an impact as possible whilst also giving customers a taste of the great prices that can be found in-store. We estimate we have already reached almost 50m UK adults with the campaign over the bank holiday alone, and this is just the beginning of starting to change customer’s perceptions of the Morrisons brand!”

MEC helps Morrisons reveal new value brand positioning
close