Morrisons Summer Savers Pop-Up

The Brief

As part of the relaunch of its M Savers range, Morrisons wanted to communicate that it understands that the school holidays can be an expensive time and wanted to demonstrate how parents can help keep the summer costs down, without compromise on summer fun or quality

Our Response

A campaign that highlights the struggles parents go through during the summer and offering Morrisons as a solution

Three news generation stories partnering with NetMums, finance expert Sarah Willingham and Play England

Pop up play parks around 10 cities in the UK

Digital amplification including blogger engagement, online videos, how-to guides, interactive map and a Twitter party

The Results

The campaign achieved 509bn OTS across 147 pieces of coverage.

Social media was also abuzz with 34 blog posts ranging from recipe reviews to money saving tips, while the #SaversSummer trended on Twitter, securing no.1 spot above the Olympics, Rebecca Brooks and Justin Bieber.

The experiential pop-up play parks achieved 489,860 consumer engagements within the target audience (female sku, 25-44 years old) and overall campaign ROI achieved 718 people per £1 spent.

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