Morrisons is launching a new brand platform and integrated, multi-platform campaign in a bid to reinforce its commitment to its ‘More Card’ loyalty scheme.
The ‘Pay Less with More Card’ platform has been designed to boost sign-ups and regular use of the supermarket’s loyalty scheme by emphasising the savings shoppers can make.
The campaign, which kicks off today (4 September), features two films showing customers experiencing confusion over the concept of the More Card as they’re paying so much less for their groceries.
The tension builds as the customers glance around the More Card signs around the store, with the music crescendoing as they realise they are paying far less.
The campaign spans across TVC, print, digital OOH, social and a radio partnership with Bauer Media.
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‘Pay Less with More Card’ also includes a range of social creative spots, including a “Trolley v Trolley competition” where customers will race against the clock to list as many discounted products as possible.
Morrisons CEO Rami Baitiéh 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.”
Last week, Morrisons said it lowered the price across thousands of products for its More Card members.
It cut the price on over 2,000 branded and own brand essential items across fridge, freezer and cupboard fillers in store and online.
It has also added an extra 70 products to its Aldi and Lidl Price Match, which relaunched in February as part of its Low Everyday Price promise.
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