Morrisons hypes up price cuts in Leo Burnett’s latest spot

Set in a Morrisons store, the ‘Price Locked Low’ campaign sees customer’s faces light up when they see the price tag and the padlock symbol, indicating that the price won’t rise. One man removes his glasses in disbelief. Another customer takes a long look at her receipt with a big grin on her face when she reads the final price. It highlights the importance of competitive pricing as we kick off the first quarter of 2024.

Leo Burnett took on the account at the end of 2022 and has since been building back up Morrisons creative pipeline, bringing back the ‘More Reasons to Shop at Morrisons’ strapline and having a decent Christmas advert entry with its singing glove campaign.

Morrisons dropped out of the big top four UK supermarkets in 2023 and has been hemorrhaging cash after a controversial US buyout. It’s hedging its bets on a marketing overhaul and a strong retail media offering.

Credits

Agency: Leo Burnett UK

Chief creative director: Mark Elwood

Creatives: Tom Loveless, Matt Wood

Creative director of design: David Allen

Designers: Harry Ingrams, Jakk Breedon, Carmen Perez Jimenez, Milan Mezei

Strategy partner: Joe Beveridge

Senior planner: Jenika Hadipour

Social planner: Benjamin Obadia

Business leader: Sophie Garrett

Account director: Ben Mallins

Senior account manager: Carys Parry

Account executive: Meyaa Nelson

Project management: Fahed Eichikhe

Agency producer: Georgina Pearson

Media agency: Wavemaker

Media planner: Richard Bartlett

Production company: Prodigious