Morrisons begins February with ‘Price Crunch’ campaign

Over 1,000 items reduced in price with fresh food a key area of focus

Supermarket giant Morrisons has begun February by slashing the price of more than 1,000 of its items.

The move forms part of a ‘Price Crunch’ campaign, which is being promoted both through in-store signage and on the retailer’s website, and is particularly focused on fresh fruit and vegetables. A 30-second TV advert is also running, highlighting some of the products with reduced prices

David Potts, Chief Executive of Morrisons, says the campaign is in response to a call from customers for reduced prices, with fresh food being a key area in which they seek value for money. This focus also ties in with the supermarket’s approach of producing over 50% of the fresh food on its shelves.

Notable reductions include a 30% decrease in the price of onions, and one of 24% for broccoli. In most cases, these price drops will last for at least three months.

Morrisons has confirmed that this will be the first phase of a “rolling programme of price cuts” throughout the year, as it looks to fight back against the rise of discount supermarkets like Aldi and Lidl, which are experiencing a much larger sales growth than the traditional ‘big four’ of Morrisons, Tesco, Asda and Sainsbury’s.

In addition to the in-store efforts, Morrisons has pinned a tweet on its Twitter account to publicise the campaign, while also promoting the hashtag #pricecrunch. The retailer’s Facebook page is also sporting a Price Crunch-themed cover photo.

Wayne Chapman, mda Commercial Director, commented, ‘Retailers are facing a challenging time at the moment, and are having to react in numerous ways to keep pace with the ever changing consumer – including looking at pricing which Morrison’s are leading the charge on with this campaign. We’re pleased to help with the roll out of the Price Crunch campaign, and our experience helps deliver efficiencies throughout the entire supply chain through consolidation and best practice.’


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