Brief Description: After acquiring Safeway in 2004, Morrisons experienced a seemingly inexorable three year decline in its market share. This paper explains how its advertising improved perceptions of Morrisons food quality, which was the biggest issue holding the brand back. The ‘Fresh choice for you ’ campaign reversed Morrison’s three year market share decline and transformed it into Britain’s fastest growing supermarket, generating an estimated payback of £13 per every £1 spent; ---(TAGS)--- Full Title: Fresh growth for Morrisons; Number: 2008/02; Brand: Morrisons; Client: WM Morrison Supermarkets; Product Category: Retail (Food retailers - supermarkets, convenience stores, health food retailers); Agency: DLKW; Author: Sandya Piyasena, Alex Kuropatwa; Prize Winners: Bronze (Adworks ref: Advertsing Works 17 Summary)