Wavemaker UK has collaborated with Immediate Media and Mail Metro Media on a multi-channel media and content partnership for Morrisons to shine a light on the expertise and service that Morrisons’ Market Street offers, providing quality fresh produce from Butchers, Bakers, Fishmongers and Greengrocers. The partnership signifies two exciting media element firsts.
A five-month campaign brings to life all the reasons and all the great benefits of Morrisons’ Market Street, making it a destination for inspiration for cooks and customers passionate about food, across the breadth of the country. If it’s fresh fish you are after, prepared and filleted; a specific cut of beef, enough for two; or you want the freshest crunchiest carrots grown by British farmers all year round, then Market Street is the place for you.
A central part of the campaign will see Morrisons becoming the first official supermarket partner of Good Food for the month of July. This will see digital advertorials, display takeovers, shoppable skins, a 16-page editorial feature in the Magazine with further supporting activity sitting across Olive.
A dedicated Market Street Tab on the Good Food Website marks the first instance a brand has appeared in this format – an exclusive during the campaign period. On this tab, working alongside Good Food’s expert culinary team, Morrisons will showcase 40 unique new recipes with integrated editorial content, leveraging the extensive product and fresh produce knowledge of Morrisons’ Market Street colleagues—such as butchers, fishmongers, and bakers—along with the creative recipe skills of the Good Food team.
The activity will also include newsletters to Good Food subscribers, a video content series and podcast host reads with Good Food experts. All supported by social and display activity driving to Morrisons’ Market Street hub on the Good Food website. The media activations will flex and constantly refresh in line with seasonal moments.
It doesn’t end there, activity will be amplified by Mail Metro Media, home to the UK’s most engaged newsbrands, using its extensive reach to further bolster awareness of the campaign and drive consumers towards Morrisons and Market Street.
An eye-catching national cover-wrap of Metro will be amplified by a host of native articles, recipe columns and display advertising across print and digital platforms including Metro.co.uk, MailOnline and The Mail on Sunday’s YOU magazine.
Immediate’s award-winning content studio, Imagine, oversaw the creative strategy, development and execution of the partnership, including video content and imagery.
Monica Newell, content lead, Wavemaker UK said: “An integrated partnership with Immediate’s Good Food and Mail Metro Media is the ideal way to showcase Morrisons’ Market Street proposition. The collaboration spans multiple channels and touchpoints, creating the perfect destination for inspiration while demonstrating Morrisons’ expertise and value. By leveraging these renowned platforms, we aim to highlight the exceptional quality and service that Morrisons delivers, reinforcing their commitment to excellence and customer satisfaction.”
Mike Neilson, senior marketing manager at Morrisons said: “This partnership is the perfect way to champion Market Street and share the exceptional expertise of our passionate colleagues with home cooks across the UK. This collaboration allows us to showcase the incredible quality and variety of our fresh produce and counters, while also providing valuable tips and inspiration through Good Food’s renowned culinary experts. Together, we’ll make delicious, high-quality food more accessible to everyone and give more reasons to shop at Morrisons.”
James Adams, senior partnerships manager at Immediate added: “We are delighted to partner with Morrisons, Mail Metro Media and Wavemaker UK in this media-first campaign which will bring the Morrisons brand intimately closer to our huge audience of home cooks. Good Food has been the UK’s most trusted food brand for 35 years and our mission is making it as easy as possible for everyone to enjoy good food every day. This partnership will help us achieve this, leveraging Good Food’s culinary expertise to showcase the exceptional quality of Market Street produce, inspiring home cooks nationwide.”
Dominic Williams, chief revenue officer, Mail Metro Media said: “With our mass foodie audience, Mail Metro Media is the perfect partner to amplify Morrisons’ Market Street at scale, through recipe inspiration, hot-to guides and sharing Market Street’s top tips across our platforms. We’re also excited to be collaborating with our friends at Immediate to deliver this tasty campaign.”
