Brand Films: Morrisons - Let's Grow

This case study shows how a new marketing programme for Morrison's generated significant returns at a time when competitors were concentrating on price. The 'Let's Grow' campaign involved a voucher redemption scheme, to provide schools with gardening equipment and seeds, and encourage both teachers and children to enjoy growing their own food. In its first year, 85 per cent of primary schools registered, 39 million vouchers have been redeemed and 'Let's Grow' has generated payback of £21.57 per every £1 spent and picked up a Grand Prix in the 2009 IPA Effectiveness Awards for campaigns with a budget up to £2.5m. Film contributions from Michael Bates, Morrison's, Sarah Heyworth, formerly MEC; and Sandya Payasena, DLKWLowe.

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Category:

Education

Tags:

• morrisons
• ipa
• #ipaeff
• effectiveness
• awards
• campaigns
• Michael Bates
• Morrison's
• Sarah Heyworth
• MEC
• Sandya Payasena
• DLKWLowe