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Morrisons - All aboard with Let's Grow

It’s not unusual for a client’s agencies to all get behind one big campaign idea. It is still unusual, however, for that idea to originate at a media agency.

The challenge

Morrisons operates in a predominantly value led category where differentiation is hard to achieve.  Our challenge was to really make their 'Fresh Food' proposition stick with consumers to drive incremental revenue and bring new shoppers into store.

Our insight

To really understand fresh food you need to get your hands dirty.  Amongst the economic doom and gloom the public mood was turning; an increased interest in the simplicity of 'hands on' experiences, as well as the desire to understand more about where good fresh food comes from.  'Let's Grow' was born - a unique, exciting community engagement initiative, which helps kids to grow their own fruit and veg at school -  a case of learning by doing, not by being told.

Our solution

Execution of Let's Grow was an integrated campaign in its' truest sense, relying on the close cooperation of multiple stakeholders across Morrisons as well as partner agencies.  At the core of the activation sat a voucher scheme, where school growing kits could be redeemed against spend instore.  We worked closely with the National Schools Partnership to ensure teachers were equipped to teach and help kids to get stuck in.  Teachers were also supported with a dedicated website, which has proved invaluable in terms of recruiting schools back into further growing initiatives via eCRM.

Let's Grow was also supported instore and with advertising to ensure that shoppers started to collect vouchers ahead of the growing period.  Post harvest we have taken the opportunity to increase the breadth of our communications to look at livestock.  To do this we commissioned a TV show to appear on CITV.  'Farm Camp' is a reality TV show which follows city kids on a working farm, learning about animals as well as being challenged to get their own dinner on the table.

The results

The results have exceeded all of our expectations:

• 85% of primary schools took part in the first round of growing rising to 90% for the second round
• 39m vouchers were redeemed during the launch phase
• Farm Camp has been watched by half a million 4-12 year olds and was CITV's 5th highest watched show during its' run

Econometric analysis proved  that in year one Let's Grow delivered:

• 1.73m additional shopping trips
• £52m incremental turnover
• ROI of £21.57 for every £1 spent