WM Morrison: The Big Coin, Dramatising Big Savings At Morrisons - IPA AREA Effectiveness Awards Case Study 1999

Brief Description: In an era of supermarket price wars the focus for supermarket advertising needed to change. Morrisons had an excellent reputation amongst their existing customers for quality and vaule for money. In this highly competitive market the challenge was to attract new customers against the massive advertising spends of their key competitors. By communicating the key customer benefit of 'big savings' in an impactful, relevant and entertaining way it helped attract around 200,000 new customers. This resulted in a company sales increase of 7.5% and an 18% rise in Morrisons share of total supermarket trade ;---(TAGS)--- Full Title: THE 'BIG COIN': DRAMATISING BIG SAVINGS AT MORRISONS ; Number: A1999/2 ; Brand Name: Morrisons ; Client: Wm Morrison Supermarkets ; IPA_ProductCoding: Retail (Food retailers - supermarkets, convenience stores, health food retailers) ; Agency: Poulter Partners ; Author: CHRIS BLYTHE ;