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The Drum

Morrisons renews Saturday Night Takeaway sponsorship to push Match & More scheme

Morrisons has renewed its sponsorship of Ant and Dec’s Saturday Night Takeaway for a third year as it ramps up marketing for its Match & More loyalty sheme.

It was the first of the big four supermarkets to launch a loyalty scheme which promised to match discounters like Aldi and Lidl on price, rewarding shoppers 10 points per every additional 1p they spend.

Despite damming ads from both rivals poking holes in the scheme, as well as an ASA complaint, over two million customers signed up within the first month.

For the next phase of its push, Morrisons’ creative agency DLKW Lowe has created a series of idents featuring two characters, ‘Match’ and ‘More’, who will face each other in a number of challenges.

The supermarket will also be running an in-store campaign for the scheme where 96 million ‘Morrisons Match & More Millionaire’ game cards will be distributed daily to shoppers during the series. The activity guarantees to give one million points to a customer every day for the show’s seven-week run.

The campaign has also been supported by point of sale activity and a digital content hub.

Nick Collard, Morrisons’ group marketing and customer director said the show’s average 7.6 million viewers per episode last year made it an attractive sponsorship proposition.

“It’s all about good old-fashioned, light-hearted entertainment that provides fun, lively viewing for the family to enjoy together. We want to imbue our brand with those attributes and communicate that Morrisons will deliver a better Saturday night in than anyone else,” he added.

The in-store activity will kick off today (16 February) ahead of the show’s launch on Saturday.