Closer to food.
Morrisons Value brand had become embarrassing, literally. Customers were ashamed to put it in their baskets.
Morrisons Value packaging looked ‘cheap’ and ‘unappetising’ – their customers’ words, not ours. As a result, it had a lower share of basket than any other supermarket own brand. We were tasked with redefining the brand, creating a new identity and developing an architecture for over 600 SKUs. Morrisons aim to be ‘closer to food’. They have their own farms and bakeries, do their own manufacturing, and train their own butchers, bakers and fishmongers. We created new branding that brought this promise to life. We renamed the range M Savers and created a visual identity using illustrated product silhouettes and handwritten descriptions. These visual cues suggested all the human care that goes into the range.
‘Sales up year-on-year for our M Savers range. Cannibalisation and deflationary impact lower than predicted. Rip roaring success! Well done.’
Belinda Youngs, Morrisons
With year-on-year growth of 49.7%, M Savers instantly became the fastest growing food brand in the UK and generated £23.2 million additional revenue vs the previous year.
Insights and Analytics
Strategy and Positioning