- Sampling in Morrisons supermarkets is available for brands to book now via MMG -
- Morrisons.com has partnered with Epsilon to provide sponsored brand content -
Morrisons Media Group (MMG) is launching food and drink sampling in stores across the UK to help customers discover new and exciting products before they buy.
Brands can now book in-aisle sampling activity for the autumn, working closely with the MMG team to select the right supermarkets from the hundreds available across the Morrisons estate.
This is the latest move from MMG in providing brands with exciting ways to introduce their products to new customers. It follows the introduction of digital screens at Morrisons Market Street food counters, trolley media and the ‘My Points Boosters’ trial which offers hyper-personalised offers for More Card loyalty members and has recently been expanded to include all More Card customers that use the app or website.
Morrisons has also partnered with Epsilon to roll out sponsored products across its e-commerce site. Managed by MMG, the initial roll out enables brands to activate campaigns quickly across sponsored search and sponsored browse with flexibility on their spend.
Jodie Locking, Head of Digital Marketing at Morrisons, said: “Since launching Morrisons Media Group we have continued to find ways to bring brands closer to our customers. Our new in store sampling will improve customers’ shopping experience while the partnership with Epsilon will help position Morrisons.com as a key eCommerce destination for advertisers.”
Morrisons Media Group is operated in partnership with SMG and Lee LeFeuvre, Chief Commercial Officer at SMG, said: “We're delighted to be introducing sampling opportunities for brands at Morrisons, successfully launching NPD remains a core focus for the majority of FMCG brands with trial and repeat being the key to long term results. We know Morrisons shoppers are very open to 'new', this channel is designed not just to drive sales but to improve the experience for Morrisons shoppers whilst they're in store.”
Elliott Clayton, Managing Director, UK at Epsilon, said: “By enhancing the experience for shoppers, Morrisons creates valuable opportunities for brands to build strong relationships at the point of purchase. This is a fantastic example of the growing 'brand performance' strategy that seamlessly merges brand-building and performance marketing. We look forward to supporting Morrisons as they continue to expand their unique, omni-channel media proposition.”
Morrisons Media Group launched in September 2022 as a full-service retail media offering, acting as ‘one front door’ for brands and agencies to better reach Morrisons customers through owned and external media platforms.
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