Morrisons is set for an advertising refresh after appointing Leo Burnett as its new creative agency.
It takes over the account from fellow Publicis agency Publicis.Poke.
Morrisons said the brief was to showcase the retailer’s value offering and points of difference.
The supermarket plans to build on recent initiatives including cutting and then freezing the prices of 150 of the most popular products in September and then a further 50 Christmas lines last month, the introduction of exclusive offers to My Morrisons members and the continuation of the Kids Eat Free All Day initiative in Morrisons cafés.
“Throughout the thorough pitch process we were impressed with the strategic approach, populist creativity and effectiveness mindset of the Leo Burnett team, as well as their demonstrable passion and ambition for the Morrisons brand and business,” said Rachel Eyre, Morrisons chief customer and marketing officer.
“I also want to thank Publicis.Poke for their terrific work for Morrisons over many years and for their ceaseless energy, care and creativity.”
Charlie Rudd, CEO at Leo Burnett, said: “We’re absolutely thrilled to have been asked to partner Morrisons on their next exciting chapter. Morrisons is a proudly populist brand and we can’t wait to leverage the populist creativity Leo’s is known for to help the business reach new heights.”
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