UK retailer Morrisons is launching food and drink sampling in its stores with the intentions of helping customers discover new and exciting products.
Brands can now book in-aisle sampling activity for the autumn, working closely with the Morrisons Media Group (MMG) team to select the right supermarkets from the hundreds available across the Morrisons estate.
This is the latest move from MMG in providing brands with ways to introduce their products to new customers. It follows the introduction of digital screens at Morrisons Market Street food counters, trolley media and the My Points Boosters trial.
Morrisons has also partnered with Epsilon to roll out sponsored products across its e-commerce site. Managed by MMG, the initial roll out enables brands to activate campaigns quickly across sponsored search and sponsored browse with flexibility on their spend.
“Since launching MMG, we have continued to find ways to bring brands closer to our customers,” says Morrisons Head of Digital Marketing Jodie Locking.
“Our new in-store sampling will improve customers’ shopping experience while the partnership with Epsilon will help position Morrisons.com as a key e-commerce destination for advertisers.”
MMG launched in September 2022 as a full-service retail media offering, acting as ‘one front door’ for brands and agencies to better reach Morrisons customers through owned and external media platforms. It is operated in partnership with UK marketing agency SMG.
“We’re delighted to be introducing sampling opportunities for brands at Morrisons. Successfully launching NPD remains a core focus for the majority of FMCG brands with trial and repeat being the key to long term results,” says SMG Chief Commercial Officer Lee LeFeuvre.
“We know Morrisons shoppers are very open to ‘new’. This channel is designed not just to drive sales but to improve the experience for Morrisons shoppers while they’re in store.”
