Morrisons repositions brand

Supermarket chain Morrisons has just announced that it will reposition itself as the ‘food specialist for everyone’.

The revised strategic direction for the brand, which will include an ‘evolution of the logo’ and a ‘new communication strategy’ nationally and locally, was delivered to the City this morning by chief executive Marc Bolland as a part of the supermarket’s preliminary results presentation for 2006/07.

According to Bolland, Morrisons is to revitalise itself around the brand proposition ‘Fresh for you everyday’, which is likely to replace its existing strapline ‘More reasons to shop at Morrisons’. The retailer’s core brand values will be ‘fresh’, ‘service’ and ‘value’.

In-store, the retailer states it will adopt a ‘contemporary look and feel’, and wants to emphasise its retail theatre by making areas for in-store prepared products more visible for customers. It pointed to existing problems with its stores being too cluttered and also recognised that there are ‘inconsistent perceptions of the brand’.

New stores and extensions to existing stores will account for increased sales space of 93 000m² over the next three years, according to the announcement.

The retailer has been working with 20/20 on reviewing its retail branding and is soon to appoint a marketing and communications director.

Morrisons brand packaging will also be evaluated, with bespoke packaging for products prepared in-store and possible ‘developments’ around its own-brand, premium and value ranges highlighted. Its organic range will be increased.

Bolland says he is concerned about ‘over-packaging’ and pledges to ‘reduce packaging wherever we can’.

Morrisons reported its turnover up by 2.9 per cent to £12.461m over 2006/07. Its operating profits rose from £104m to £384.7m.