Morrisons has revealed that the focal point of its 2016 Christmas campaign will be on a soon-to-be launched premium brand as the retailer hopes to replicate the success of those rivals that have enjoyed a 9 per cent uplift in sales of own-brand premium ranges in the last three months.
The new ‘The Best’ range will hit stores this autumn and comprise 476 products including ‘Lobster and Crab Macaroni Cheese’ and ‘Salted Caramel Ice Cream’.
Morrisons chief executive David Potts revealed the news at a press call yesterday (15 September) and said that its own-brand products serve as a “runway of growth” for the retailer, which enjoyed its third consecutive quarter of like-for-like growth in the half year to 31 July.
“The idea that our own brand is very important does give us a runway of growth and popularity as we go up a notch in quality and down a notch in price in own brand.
“It will be a Morrisons ‘The Best’ Christmas and we will have double the premium numbers of items in store and online under the umbrella of Best.”
Morrisons will be hoping the range prove a hit with shoppers, who it would seem are increasingly drawn to more upmarket foods as seen by the 9 per cent sales rise of premium ranges in the last quarter, according to Kantar Worldpanel.
Potts is also hoping that the premium range will resonate with online shoppers, particularly through its recent deal with Amazon that sees the supermarket supply fresh, frozen and non-perishable goods to the ecommerce businesses customers.
“If you haven’t really got a premium brand then you put your best foot forward to have one, which we have and we will and it will be on sale this autumn with a big launch, then you can reasonably expect it to be more attractive to loyals, to primary and to secondary Morrisons customers and to Amazon [customers] given that we service them with what we produce.”
This year’s festive push is markedly different from the retailer's 2015 campaign that centred on its staff such as bakers and fishmongers explaining how they create and source foods typically eaten at Christmas time.
Morrisons overhauled its marketing at the turn of the year when Publicis was brought in to handle the account. The retailer also introduced a new logo in March this year across its estate to be used in all future marketing activity.