Morrisons’ new campaign masters less is more
Morrisons’ ‘Fresh from Market Street’ campaign has mastered the trend of saying more with less.
The ‘brand succinctness’ trend - typified by logoless, often strapline-free adverts that cut to the core of a brand’s identity or utility via carefully evocative imagery - has been championed by the likes of BA and Tesco recently. Morrisons, however, can add its name to the roster of companies putting their stamp on the movement.
Developed by Leo Burnett UK, the new ads are designed to highlight the supermarket’s relationship with British farmers and fishermen while reinforcing its commitment to fresh produce.
The campaign uses dramatic visuals to showcase the lengths Morrisons goes to deliver fresh food to its Market Street counters, spanning TV, OOH, radio, social media, digital platforms, and in-store activations, and includes a sponsorship of Amazon Prime’s ‘Clarkson’s Farm’.
Brit appeal
Three 30-second films titled ‘Fish’ ‘Meat’ and ‘Veg’ are directed by filmmaker Nick Ball through Iconoclast. Each spot depicts shoppers going to extreme lengths, from braving stormy seas to catch fish, trudging through muddy fields to harvest vegetables, or herding cattle, to source their food.
The message is to position Morrisons as ensuring fresh, British-sourced produce reaches customers without the hassle. The films are supported by 10-second spots that pair sweeping British landscapes with Market Street’s signature yellow price tags, emphasising both quality and value.
The campaign features real-life Morrisons suppliers, from Scottish strawberry growers to Isle of Wight sweetcorn farmers, spotlighting one ‘hero’ product each month to highlight seasonal British produce.
Leo Burnett UK’s creative vision
Leo Burnett UK, Morrisons’ creative partner, crafted the campaign to differentiate the supermarket in a competitive grocery landscape. With media planning and buying handled by Wavemaker UK, the campaign uses bold visuals and relatable humour. The sponsorship of ‘Clarkson’s Farm’ includes two 10-second idents before each episode, further tying the campaign to British farming culture.
Our take
The ‘Fresh from Market Street’ OOH campaign is effective because it shows rather than tells, and conveys a lot in simple image. By presenting the Morissons ‘tags’ in various locations, the ads immediately signal the brand, the affordable prices, the attention to good sourcing and the British heritage of the brand. There’s also something light hearted about the images.
Meanwhile, the social media assets, including Instagram and TikTok reels, lean into behind-the-scenes content featuring real suppliers and recipes, making the campaign feel authentic and community-driven. The retro-inspired soundtrack, with its upbeat tempo, adds a nostalgic yet energetic vibe, tying the visuals to Morrisons’ 125-year legacy.
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