Morrisons shakes up roster amid rebrand

Supermarket chain Morrisons has brought in two consumer agencies as part of a major rebrand of its in-house goods.

Project brief: Pegasus will help to promote Morrisons' NuMe healthier eating range
Project brief: Pegasus will help to promote Morrisons' NuMe healthier eating range

The company has called on 3 Monkeys and Pegasus PR, as part of a two-year programme to rebrand more than 10,000 of its goods.

Eileen McGuinness, head of consumer media at Morrisons, said: 'We are remodelling how we do business, as well as how we improve comms. In terms of our products, the focus will be on taste and affordability, with every campaign having these two factors at heart.'

3 Monkeys has been called in to promote the MKitchen ready-meal range, following a pitch process. The team is being led by Anna Speight, who heads the agency's consumer and brand practice. 3 Monkeys had previously worked on Morrisons' MSavers range.

The consumer-facing brief is likely to last until at least the end of the year, with a comms strategy encompassing media relations through to experiential.

Pegasus, meanwhile, has been brought in on a project basis to help promote the launch of the NuMe healthier eating range.

The agency's efforts will be led by Kate van Beek, and will continue through to 2013, with both agencies reporting to McGuiness.

The whole rebranding exercise is set to be concluded by the end of next year.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.