UK | Sampling in Morrisons supermarkets is now available for brands to book via MMG.
Morrisons Media Group (MMG) has launched food and drink sampling in stores across the UK to help customers discover new and exciting products before they buy.
Brands can now book in-aisle sampling activity, working closely with the MMG team to select the right supermarkets from the hundreds available across the Morrisons estate.
MMG's latest move has been to provide brands with ways to introduce their products to new customers. It followed the introduction of digital screens at Morrisons Market Street food counters, trolley media, and the ‘My Points Boosters’ trial, which has hyper-personalised offers for More Card loyalty members and recently expanded to include all More Card customers who use the app or website.
Morrisons has also partnered with Epsilon to roll out sponsored products across its e-commerce site.
“Since launching Morrisons Media Group, we have continued to find ways to bring brands closer to our customers. Our new in-store sampling will improve customers’ shopping experience. At the same time, the partnership with Epsilon will help position Morrisons as a key eCommerce destination for advertisers,” said Jodie Locking, Head of Digital Marketing at Morrisons.
Lee LeFeuvre, Chief Commercial Officer at SMG, said that successfully launching NPD remained a core focus for most FMCG brands, with trial and repeat being the key to long-term results, adding that Morrisons shoppers were very open to new things.
“By enhancing the experience for shoppers, Morrisons creates valuable opportunities for brands to build strong relationships at the point of purchase. This is a fantastic example of the growing 'brand performance' strategy that seamlessly merges brand-building and performance marketing,” said Elliott Clayton, Managing Director, UK at Epsilon.
Morrisons Media Group launched in September 2022 as a full-service retail media offering, acting as ‘one front door’ for brands and agencies to reach Morrisons customers through owned and external media platforms.
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