Wavemaker UK, Immediate Media and Mail Metro Media are working together on a multi-channel media and content partnership for Morrisons’ Market Street. A five-month campaign will shine a light on Market Street’s offering of quality fresh produce from butchers, bakers, fishmongers and greengrocers across the UK.
As part of this campaign, Morrisons will become the first official supermarket of Good Food for the month of July and benefit from digital advertorials, display takeovers, shoppable skins and a 16-page editorial feature in the magazine.
Furthermore, the Good Food website will feature a dedicated ‘Market Street’ tab; this will be the first time a brand has appeared in this format. Working with Good Food’s culinary team, Morrisons will share 40 unique recipes on this tab, leveraging the products and produce knowledge of butchers, fishmongers and bakers. The campaign will also feature newsletters to Good Food subscribers, a video content series and podcast host reads with Good Food experts.
In addition to the above, Mail Metro Media will increase awareness of the campaign and an ‘eye-catching national cover-wrap’ of Metro will feature articles, recipe columns and display advertising across Metro.co.uk, MailOnline, and The Mail on Sunday’s YOU Magazine.
Mike Neilson, Senior Marketing Manager at Morrisons commented:
This partnership is the perfect way to champion Market Street and share the exceptional expertise of our passionate colleagues with home cooks across the UK. This collaboration allows us to showcase the incredible quality and variety of our fresh produce and counters, while also providing valuable tips and inspiration through Good Food’s renowned culinary experts. Together, we’ll make delicious, high-quality food more accessible to everyone and give more reasons to shop at Morrisons.
Featured image: Morrisons