Morrisons ‘Today’
Client: Morrisons
Discipline(s): Promotional, Retail & Shopper
Ideas Matter
In May 2008, Morrisons issued its first Corporate Social Responsibility (CSR) report, with a number of detailed targets, data and information. Our task was to make this document more engaging for customers, while increasing penetration of reuseable bags, one of the core CSR targets set.
'Today' took Morrisons' CSR achievements and illustrated what they mean for people on a daily basis. The educational messages were communicated in stores and online, and ran alongside a range of staff-engagement pieces and consumer promotions, including a nationwide bag giveaway.
Results Matter
Our efforts didn't go to waste. Around a million bags were distributed in the one-week in-store giveaway. Sales of the reusable bags then soared and, in the five weeks following the campaign, 50m fewer standard bags were issued. That equates to a saving of 478 tonnes of plastic!
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Press ad
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In-store
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Outdoor 1
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Outdoor 2
