“MEC delivered the strongest response I’ve seen from an agency team. The rigour and strategic thought put into the response was clear and it surpassed our expectations. The channels suggested to reach our older media target were new channels for the brand but helped deliver the campaign’s extraordinary results."

Campbells

"MEC's creative thinking spans everything from sophisticated digital solutions down to an idea as simple as getting thousands of people to brush their teeth at the same time."

Advertising Age

"With ‘110% Service', I am convinced we have found a platform that will revitalize Euronics and increase our sales. We would never have reached this far without MEC's passionate and strategic approach to solve our challenges!"

Euronics, Norway


Morrisons

Novartis (Mebucania)
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A demonstration of

  • > Activation
  • > Active Engagement
  • > Integration
  • > Owned
  • > Research / ROI
  • > Retail
  • > Sponsorship

Let’s grow




With our help, Morrisons supermarket gave over half a million UK schoolchildren the experience of growing their own fresh food and vegetables.


The challenge

In its above-the-line communications, Morrisons had established itself as the UK champion of fresh produce. Our challenge was to make the ‘fresh’ proposition resonate through the line, in a way that would actively engage families and catch the public’s imagination.

Our insight

To really appreciate fresh food, you need to get your hands dirty.

Our solution

Let’s Grow is a groundbreaking community engagement program to help school kids appreciate fresh fruit and vegetables by growing their own. For every £10 spent at Morrisons, shoppers received a voucher, redeemable by schools registered on a dedicated website. The website allowed schools to order growing kits, including everything from seeds to greenhouses. Guided by teachers, the children could then ‘get their hands dirty’ while learning how to grow their own fresh fruit and vegetables. Partnering with key government bodies and charities, we led a multi-disciplinary, cross-agency team in a national campaign. The campaign was fronted by a celebrity gardener and helped Morrisons to actively champion fresh produce.

The results

  • 18,000 schools (85% of UK primary schools) registered
  • 40 million vouchers redeemed
  • 2 million additional visitors in store
  • 4.1 return on marketing investment
 
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