Slogan Doctor: Morrisons - eat fresh. pay less

Supermarkets are always struggling to differentiate themselves.

by John Morrish
Last Updated: 09 Oct 2013
Morrisons used to advertise 'Fresh choice for you', promoting the fact that its poultry, meat, and eggs are 100% British and it owns the abattoirs, bakeries and factories where most of its food is processed. Then in July 2010 it added a promise on value to the freshness theme. DLKW's new campaign, ditched the usual celebs (Denise Van Outen, Richard Hammond, Alan Hansen) in favour of children asking farmers and counter staff about the provenance of Morrisons' food. With it came the new tagline, emphasising price as much as freshness. The result is a kind of 'buy one, get one free' slogan that can be seen as a no-nonsense double whammy in keeping with the chain's blunt northern image.

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