Скачать или смотреть Morrisons 2009: IPA Brand Stories on Film

A new marketing programme for Morrisons generated significant returns at a time when competitors were concentrating on price.

The 'Let's Grow' campaign involved a voucher redemption scheme, to provide schools with gardening equipment and seeds, and encourage both teachers and children to enjoy growing their own food.

In its first year, 85 per cent of primary schools registered, 39 million vouchers were redeemed and payback of £21.57 per every £1 spent was generated.

The campaign picked up a Grand Prix in the 2009 IPA Effectiveness Awards for campaigns with a budget up to £2.5m. Film contributions from Michael Bates of Morrisons, Sarah Heyworth, formerly MEC; and Sandya Payasena, DLKWLowe.


To download the full paper: http://ow.ly/mMQVH .