Morrisons - Be Our Guest

Advertiser Morrisons
Sector Retail & e-commerce
Buying route AGP
Audience Adults
Creative Agency DLKW Lowe
Duration 5 weeks

Background

The creative for Morrisons' Christmas campaign featured Ant & Dec in a magical Morrisons world. The accompanying music was Disney’s Be our Guest.

The creative lent itself perfectly to cinema and had a natural association with film, which led to cinema being used for the first time for a Morrisons Christmas campaign.

Idea

As well as being an excellent creative fit, Morrisons was looking to drive incremental reach amongst a younger, more affluent audience. The company was interested to learn what impact cinema added to its campaign including:

  • - Brand perceptions
  • - Purchase intent and consideration

To ensure the campaign could be monitored effectively for both brand tracking and econometrics we selected 276 DCM sites within a 3.5-mile proximity to a Morrisons store as they have limited presence in some areas of the country.

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