23/07/2007
With a wider range of fresh food made and prepared in-store than any other supermarket, Morrisons has launched a new advertising campaign about its unique freshness, introducing the slogan 'Fresh Choice for You'.
A series of TV adverts will each feature a different well-known personality sharing their story about Morrisons fresh food know how, to the soundtrack 'Shine' by Take That.
Fronting the first TV advert, Denise Van Outen takes her shopping trolley through rolling countryside and out to sea. Having found the sources of some of the freshest ingredients, she returns 'home' to shop at Morrisons, where on 'Market Street' bakers make fresh bread from scratch, fish on the fishcounter has never been frozen, meat is freshly cut on the day by trained butchers, hand-finished cakes are filled with freshly whipped cream and salads and sandwiches are freshly-made from produce available in-store.
Marketing Services Director, Michael Bates, commented: "Every day we make and prepare a wider range of fresh food in-store than any other supermarket. Our new advertising campaign shows clearly that great value, fresh food is at the heart of what we do."
The new advertising campaign supports Morrisons brand evolution, which is making clear the company's key points of difference - freshness, service and value. A refresh of 'Market Street', including new packaging and signage, will make in-store food preparation more visible to customers and a logo change for Morrisons brand products and store exteriors will happen in a phased roll-out programme over a number of months.
In addition to the new advertising campaign, Morrisons will also be re-launching its website www.morrisons.co.uk , giving customers access to food preparation advice, hints and tips and information on the low prices, multi-saves and strong promotions, that offer customers outstanding value on their shopping throughout the year.
Background Information
The first new TV advert with Denise Van Outen launches on Monday 23rd July.
The music soundtrack is 'Shine' by Take That.
Actor, Jim Broadbent provides the voiceover.