CASE STUDY: Positioning Morrisons as THE moneysaving supermarket
Provided by News UK
Morrisons partnered with The Sun for their Mrs Crunch campaign, giving advice money saving advice and tips to mums.
What was the Challenge / Background of the Campaign?
News UK is part of News Corp - a global, diversified media and information services company focused on creating and distributing authoritative and engaging content to consumers throughout the world. We met with Morrisons, who wanted to position themselves as the supermarket brand that "saves you and your family money".
What was the Campaign Objective?
The objective of the campaign was to position Morrisons as THE money saving supermarket amongst Sun readers.
What was the Solution?
We embarked on a unique 12 month partnership between Morrisons and The Sun that gives Mum advice on how to make the household purse stretch further. The campaign was called 'Mrs Crunch' and she gave readers money saving tips and ideas using Morrison's products. This was the first time The Sun and a brand had worked together to launch a new editorial section.
What were the Results?
Through branding, advertising and advertorials, Morrisons have been deeply integrated into the pullouts.
What were the Key Learnings of this Campaign?
Mrs Crunch has been hugely engaging with readers and demonstrates the ability for editorial and brands to collaborate.