Showcase

The Brief
Design and deliver the first customer magazine in Morrisons' 109 -year history. Establish a dialogue wlth customers through features and articles that work on an emotlonal level to prompt a rational response. Support and enhance the 'Fresh Choice For You' brand positioning through an engaging mix of editorial and advertising that achieves creative and commercial objectives.

The Challenge
Create a magazine that customers would be proud to leave on the coffee table. Surprise wlth quality, enhance wlth value and demonstrate Morrisons' USPs with interesting, interactive and informative content.

Editorial Response
Morrisons magazine is packed wlth inspiring recipes, 'behmd the scenes' features and 'good reads' with beautiful photography and excellent design. It is the voice of authority on fresh food choice, preparation and cooking - the ethos behind the Morrisons brand. In short, it is a customer publication that is superior in format, content and design.

Results
Research confirms the Morrisons magazine is achieving its objectives with extremely positive feedback from customers, colleagues, and advertisers, who are reporting excellent sales upllfts on featured products.