Morrisons has put its emphasis on fresh food and cut its celebrity endorsement approach in one fell swoop.
The supermarket has axed its cast of stars - Top Gear's Richard Hammond and football pundit Alan Hansen - in favour of a focus on fresh.
Celebrities have fronted its campaigns since 2007 during a period of immense success at the retailer.
The decision follows a gaffe by Hammond when he admitted on TV that he was 'not interested in food' and that his wife did the shopping.
But a spokesperson said the decision to change tack was merely led by the retailer’s desire to “try something else”.
The strategy also marks a change to the brand’s strapline, "Fresh choice for you". It will now use "Eat fresh. Pay less" to promote its freshness message, while appealing to consumers' wallets.
Morrisons' strategy also supports its Let's grow voucher scheme. The initiative, which it launched in 2008, encourages customers to collect vouchers in-store that can be redeemed for gardening equipment for schools.
Let’s grow, which has more than 20,000 participating schools, competes with Tesco’s Schools and Clubs scheme ,and Sainsbury’s Active Kids initiative.
Diana van Bunnens, Alan Hansen's agent, told the Daily Mail: “It has been very productive but it is the company's decision to make. I shouldn't think Alan will be too disappointed.”
No comments yet