Morrisons: Foodmakers and Shopkeepers

The Academy / Morrisons


After  years of declining sales, a new PR strategy was developed for Morrisons positioning the company as Foodmakers and Shopkeepers – the attributes that its customers actually wanted from their supermarket. 12 months of PR activity demonstrating its Foodmaker and Shopkeeper credentials – including in-store Pumpkin Carving lessons that generated over £15m of incremental sales and a national campaign to find and up-skill over 200 Local Foodmakers, designed to keep food prices low during post-Brexit – has led to a turnaround in financial performance and an increase of one million shoppers a week.

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