Morrisons has launched a new marketing campaign aimed at encouraging children to become more involved with their families food choices and learn about where it comes from.
The retailer’s ‘Let’s Grow’ strategy will use a combination of digital, in-store and direct mail to engage consumers and will also aim to connect with local communities and schools .
Commenting on the scheme, Michael Bates, marketing director at Morrisons, said: “The whole concept of Let’s Grow offers Morrisons a fresh and meaningful expression of our brand positioning.”
“It will give us a clear point of differentiation within the market with great long term potential,” he added.
Morrisons confirmed that the scheme will also involve a voucher campaign through its stores, offering redeemable services and equipment such as tools for school gardens .
The voucher scheme is being handled by MEC Access and will also involve two charities – Farming and Countryside Education and the Federation of City Farms and Community Gardens .
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