Brief Description: This paper shows how a new marketing programme generated significant returns at a time when competitors were concentrating on price. Following the success of Morrisons’ brand relaunch in 2007, they needed to continue to stay one step ahead of their competitors. The solution was the ‘Let’s Grow’ campaign, involving a voucher redemption scheme, providing schools with gardening equipment and seeds, and encouraging both teachers and children to enjoy growing their own food. Communications included a partnership programme with schools and then a national campaign to consumers, featuring TV, print and DM among others. In its first year, 85 per cent of primary schools registered, 39 million vouchers have been redeemed and ‘Let’s Grow’ has generated payback of £21.57 per every £1 spent; ---(TAGS)--- Full Title: Let's grow - Getting your hands dirty with Morrisons; Number: ; Brand: Morrisons; Client: WM Morrison Supermarkets; Product Category: Retail (Food retailers - supermarkets, convenience stores, health food retailers); Agency: Mediaedge:cia; Author: Sarah Heyworth,Veriça Djurdjevic,Ann Wixley (contributing),Stuart Sullivan-Martin (contributing),Michael Bates (contributing); Prize Winners: Gold: Grand Prix; Best Integration