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.

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