As well as the new loyalty scheme, a major new advertising and brand campaign launches today which revives the “More Reasons To Shop At Morrisons” strapline, which was introduced in Sir Ken Morrison’s time and still resonates strongly despite last being used in 2006.
Rachel Eyre, Chief Customer and Marketing Officer at Morrisons, said: “Customers have been telling us how much they've missed the Morrisons Fivers and so we’ve brought them back as part of a radical overhaul of the Morrisons loyalty scheme.
"The new More Card, which replaces the My Morrisons scheme, -will enable customers to earn points on selected purchases, including fuel, and redeem those points for fivers off their shopping. The card will also give customers access to exclusive More Card prices with market-leading discounts on our customers’ favourites."
She went on to say: “Alongside the launch of the new loyalty programme, we're also thrilled to announce our new brand campaign, “More Reasons To Shop at Morrisons”. Customers tell us there are so many distinctive and motivating reasons to choose Morrisons, such as helpful tips from our expert butchers and fishmongers, our commitment to British meat and produce or fan-favourite freshly baked doughnuts, and so despite not being used for a long time, “More Reasons” still really resonates with our customers. We’ve brought it back in a major new campaign which celebrates customers' real reasons for choosing Morrisons, in a funny, yet relatable way. And yes - even the iconic jingle is back!”
Today's announcement demonstrates that Morrisons is committed to offering customers great value and follows four waves of price cuts this year already. As well as the loyalty programme, Morrisons will continue to offer customers “More Reasons To Shop at Morrisons” with great deals on a wide variety of products that are vital to customers, including big brands and Morrisons unique Market Street counters, where skilled colleagues, including butchers and bakers, prepare fresh food for customers.
This week, for example, customers can pick up a 20-piece British BBQ meat pack for £9.99, enjoy two breakfasts for £10 in a Morrisons café or buy six bottles of wine and save 25%.
The new More Card, which can be used as a physical card or app, has been trialled in a number of stores over the last few weeks and feedback from customers has been extremely positive. Customers will be able to earn points on selected products and counters in store and online as well as earning five points for every litre of fuel purchased in a Morrisons petrol filling station. Examples of points available this week include:
100 More Points for every five pack of doughnuts (89p)
500 More Points for every £5 spent at the pizza counter
600 More Points for every £6 spent in a Morrisons café
100 More Points for every British BBQ meat pack from the butcher’s counter.
Once a customer has saved 5,000 points, they will receive a Morrisons Fiver which can be redeemed on a future shop, in store or online.
Morrisons programme of market leading exclusive offers which launched last October for loyalty card members remains a key feature of the new scheme and the range of offers will continue to grow. The More Card Exclusives enable customers to benefit from industry leading deals and discounts, which in launch week include:
1 litre Spirits for £17
Nescafé Gold 300g and Nescafé Original 200g for £4.99
Pringles for £1.25
Cathedral City Cheese 350g for £3.00
Fish Friday - 20% off fresh fish from the Market Street fish counter each Friday
Steak Saturdays - 20% of British steaks from the Market Street butcher’s counter each Saturday.
More Card customers can also benefit from:
Personalised offers - App users will be able to activate their offers on their device while card users will receive vouchers at the till that can be redeemed on a future purchase
Surprises - Surprise offers will help make the most of key moments such as flowers at Mother’s Day or sweet treats at Halloween
Basket Bonus - When a customer scans the app or swipes their card they may be in with a chance to ‘bag a bonus’ offer. It might be money off a shop or a treat from a Market Street counter.
The new “More Reasons To Shop At Morrisons” brand campaign, created with Leo Burnett, debuted today on Coronation Street. The campaign, which includes a brand new look and feel, will run across TV, radio, press, digital display, social media and out of home as well as in Morrisons stores and online.
(Please note extra points do not apply at franchised petrol stations.)
As a loyal Morrisons' shopper (my late parents both worked at Morrisons) I'm pleased to see the return of the Morrisons More Card!
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