Morrisons has opted for a new creative route for its latest TV ad.
The spot represents the latest part of its ‘Makes It’ campaign, launched with agency Publicis, who it appointed in January 2016.
The ad is a far cry from its work with Ant and Dec, using a selection of arty stills that seek to highlight its close relationships with farmers and shopkeepers.
There’s very little sight of a Morrisons supermarket and no mention at all of the price of a product.
The campaign will also run across digital, social and radio.
Group marketing and customer director Andy Atkinson told Marketing Week: “When we started three years ago we really tried to listen to customers about what they thought was really important and unique about Morrisons.
“This is a move on from that… it’s the same story, it’s just trying to tell it in a different technique.”
