CHALLENGE

Morrisons sought to bolster its reputation as a premier provider of 100% British fresh lamb during the spring season, a time when lamb is a staple for Sunday roasts. The objective was to affirm Morrisons' commitment to quality and value in their meat & poultry offerings, specifically highlighting their dedication to sourcing exclusively British lamb.

INSIGHT

Consumers increasingly value transparency, quality, and locality in their food sources. The knowledge that a supermarket like Morrisons not only supports local farmers but also ensures the highest quality of lamb through direct, face-to-face dealings can significantly influence purchasing decisions. This preference aligns with a growing trend towards supporting local agriculture and understanding the provenance of one's food.

SOLUTION

The Spring Lamb campaign film was meticulously planned and executed to encapsulate the essence of Morrisons’ commitment to 100% British fresh lamb. Shot against the rustic backdrop of a farm in North Yorkshire, the narrative seamlessly weaved through the symbiotic relationship between Morrisons and the local farming community. By showcasing the rigorous yet heartfelt interactions between the supermarket’s livestock manager and a dedicated farmer, the film visually and emotionally conveyed the message of trust, quality, and mutual respect. The campaign culminated in the portrayal of Morrisons as not just a supermarket, but a community-centric brand that values freshness, quality, and the British farming heritage, encapsulated in the tagline "Fresh choice for you.