Morrisons launches innovative in-store sampling campaign for food and beverages

The Morrisons Media Group (MMG) has announced the launch of tasting events for food and beverages in its UK supermarkets. The aim of this initiative is to introduce customers to new products. The campaign allows brands to book tasting activities directly in the aisles for the upcoming autumn 2024 season and choose from numerous Morrisons locations. This service is part of MMG's efforts to provide brands with innovative ways to dynamically interact with consumers. It follows the introduction of digital screens, media on shopping carts, and personalized loyalty offerings. The initiative complements the digital enhancements Morrisons has introduced, including the "My Points Boosters" trial for members of the More Card loyalty program. Morrisons has also partnered with Epsilon to showcase sponsored products on its e-commerce website. The rollout, managed by MMG, offers brands the flexibility to implement campaigns across sponsored search and browse categories with adjustable spending. Jodie Locking, Head of Digital Marketing at Morrisons, said, "Our new in-store tastings will enhance the customer shopping experience, while the partnership with Epsilon will help position Morrisons.com as a key e-commerce destination for advertisers." Established in September 2022, the Morrisons Media Group serves as a comprehensive retail media solution, streamlining how brands and agencies engage with Morrisons customers through media platforms. The group is a joint initiative with SMG. Lee LeFeuvre, Chief Commercial Officer of SMG, stated: "The successful introduction of new product developments remains a focus for most FMCG brands, with trials and repeat purchases being key to long-term results. We know that Morrisons customers are open to new things, and this channel is designed not only to boost sales but also to improve the in-store shopping experience for Morrisons customers." In July 2024, Morrisons announced a new partnership with the Institute for Agriculture and Horticulture, aiming to support British agriculture on its path to climate neutrality.