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By Jennifer Faull, Deputy Editor

February 1, 2016 | 2 min read

Morrisons has gone back to promoting price-cuts with a new campaign lauding the dicsounts across some 1000 brand and own-brand products. It's a move that seems to defy analyst expectation that with the hire of a new agency it might shake-up its marketing tact.

The ‘Price Crunch’ campaign has not come out of new agency Publicis London which won the account earlier this year. A spokesperson told The Drum it was created prior to the agency’s hire.

However, the return to promoting prices is surprising. Axed marketing boss Nick Collard outlined to The Drum last year that the grocer needed to “differentiate on its proposition’ to stand up to German discounters like Lidl and Aldi.

This saw it initially talk up its fresh food offering before, as new boss David Potts joined, the roll out of a campaign to herald its customer service and manned checkouts.

Morrisons' new marketing boss Andy Atkinson seemed to stick to this tact at Christmas with a campaign that drafted in real-life employees to promote the fact it makes a lot of products in store.

The return to trying to take on Lidl and Aldi with ‘Price Crunch’ defies expectation that the retailer might build on what it started with its Christmas campaign and promote its unique position of having its own farms, growers and butcheries - something little known by the average shopper.

Its marketing strategy could yet change as the first work from Publics London emerges later this year.

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