Morrisons plans to highlight seasonal fresh produce with the return of its Fresh In campaign for a second year.
The fully integrated marketing campaign is due to kick off next week with the arrival of Jersey Royal potatoes in stores and will continue throughout the year for items including British strawberries and UK-grown apples, reports Eurofruit.
In addition, the group said, the campaign will highlight regional variations that are available in specific parts of the country, such as Kentish and Cornish loose potatoes.
Morrisons’ head of produce Andrew Garton commented: "We are committed to sourcing British wherever possible and our Fresh In campaign will enable us to showcase our fresh, British produce when it is at its very best and most affordable for our customers.
He added: "Our strong relationships with British farmers help us to get items from the field to our stores as quickly as possible so our customers can pick up the freshest produce during their weekly shop."
The Fresh In campaign follows the recent introduction of new packaging across all Morrisons fruit and vegetable lines, the design of which has been modernised and streamlined to convey the retailer's commitment to UK produce.
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