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Morrisons: Let's grow - Getting your hands dirty with Morrisons

IPA Effectiveness Awards Case Study 2009

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% of primary schools registered, 39 million vouchers have been redeemed and Let’s Grow has generated payback of £21.57 per every £1 spent.

2009 Awards

Prizes

GrandPrixGrand Prix Winnner
GoldGold Award
Effectiveness Company of the Year sponsored by Thinkbox
Best Integration sponsored by Campaign

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