Editing Morrisons (section)

==Marketing and branding==
===Logos and slogans===
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| image1 = Morrisons 1980 - 2007 Logo.svg
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| caption1 = The Morrisons logo, 1985 – March 2007
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| caption2 = The Morrisons logo, March 2007 – June 2016
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| caption3 = The Morrisons logo, 2015{{Snd}} present.
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On 15 March 2007, Morrisons unveiled what they proclaimed as a "more modern brand image", which was rolled out to all stores, vehicles and distribution sites. This kept the main 'Morrisons' signage and colour scheme, while replacing the familiar 'M' logo. The low price in-house brand, ''Bettabuy'', was also changed to a 'more modern' brand called ''Morrisons Value'',<ref>{{cite web|url=http://www.thegrocer.co.uk/grt_article.aspx?articleid=100523 |title=The Grocer Today |publisher=The Grocer |access-date=12 March 2011 |url-status=dead |archive-url=https://web.archive.org/web/20070928144727/http://www.thegrocer.co.uk/grt_article.aspx?articleid=100523 |archive-date=28 September 2007 }}</ref> which was again rebranded to ''M Savers'' in January 2012.<ref>{{cite web|url=https://www.marketingweek.com/morrisons-unveils-m-savers-value-range/ |title=Morrisons unveils M Savers value range |date=12 December 2011 |work=Marketing Week |access-date=18 February 2021}}</ref>
The change saw the replacement of the old yellow and black logo, with the 'More Reasons To Shop at Morrisons' strap line replaced with 'Fresh Choice For You'. In 2010 this was replaced by 'Eat Fresh. Pay Less'. This was later changed again in 2013 to 'More Of What Matters'. It also involved the replacement of external signage, with the previous ''Morrisons'' signs being retained alongside the new logo, as well as changes to product packaging, point of sale, advertising, staff uniforms (replacing the old blue ties and bows with green ones) and distribution vehicles. The rationale behind the decision was the need for Morrisons to attract a wider national customer base, capitalising on its expanded geographical spread following the acquisition of Safeway.<ref>{{cite web|last=Lovett |first=Gina |url=http://www.designweek.co.uk/Articles/134232/2020+rebrands+Morrisons+.html |title=20/20 rebrands Morrisons |work=Design Week |date=12 March 2007 |access-date=12 March 2011 |url-status=dead |archive-url=https://web.archive.org/web/20070927213435/http://www.designweek.co.uk/Articles/134232/2020%2Brebrands%2BMorrisons%2B.html |archive-date=27 September 2007 }}</ref>

In 2015, Morrisons released a new logo and slogan 'Morrisons Makes It' to try and draw on the brand's heritage, with the new logo being installed on all store signs as well as new uniforms and new in-store looks.<ref>{{cite web|last=Hobbs |first=Thomas |url=https://www.marketingweek.com/2016/03/10/morrisons-rebrands-as-it-focuses-on-being-surprisingly-good-at-pricing/ |title=Morrisons rebrands as it focuses on being 'surprisingly good' at pricing |work=Marketing Week |date=10 March 2016 |access-date=17 October 2016}}</ref>

In May 2023, Morrisons launched a new advertising campaign which saw the old 'More Reasons to Shop at Morrisons' slogan and jingle being revived.<ref>{{Cite web |last=PLC |first=Morrisons |title=Morrisons is bringing back "More reasons to shop at Morrisons" |url=https://www.morrisons-corporate.com/media-centre/corporate-news/morrisons-is-bringing-back-more-reasons-to-shop-at-morrisons/ |access-date=2023-07-03 |website=Morrisons}}</ref>

===Loyalty card===
The Match & More card, introduced in 2014, price matched the chain's customers' comparable grocery shopping in store and online with [[Aldi]], [[Lidl]], [[Tesco]], [[Sainsbury's]] and [[Asda]]. If a customer spent £15 or more and could have paid less for their comparable groceries, Morrisons automatically gave them the difference in points on their card at the checkout. For 1p difference in the cost of shopping, customers got 10 Match points—and for £1 difference they got 1,000 points. The difference was calculated at the checkout on national brands and comparable own label products and fresh food, even those that are on promotion elsewhere.<ref>{{cite news |last=Christie |first=Sophie |date=26 October 2014 |title=Morrisons takes on discount rivals with 'bold' loyalty card. Is it any good? |work=[[The Daily Telegraph]] |location=London |url=https://www.telegraph.co.uk/finance/personalfinance/money-saving-tips/11145688/Morrisons-takes-on-discount-rivals-with-bold-loyalty-card.-Is-it-any-good.html |url-status=live |url-access=subscription |access-date=21 March 2015 |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/finance/personalfinance/money-saving-tips/11145688/Morrisons-takes-on-discount-rivals-with-bold-loyalty-card.-Is-it-any-good.html |archive-date=12 January 2022}}{{cbignore}}</ref> In 2016 the Match & More loyalty cards were rebranded as the "More" loyalty card and all customers were issued a new card in line with the rebranding.<ref>{{cite web|url=http://www.decisionmarketing.co.uk/news/morrisons-launches-new-look-more-loyalty-scheme|title=Morrisons launches new-look More loyalty scheme|date=2 June 2016|publisher=Decision Marketing|access-date=21 September 2016}}</ref> The loyalty scheme was rebranded once again in May 2021 as "My Morrisons", in line with the company dropping the points collection feature.<ref>{{cite web|url=https://my.morrisons.com/more/#/faq/changes|title=My Morrisons – More Card changes|date=May 2021|publisher=Morrisons|access-date=12 May 2021}}</ref>
The Morrisons More loyalty scheme was reintroduced on 22 May 2023, replacing My Morrisons. This latest change to their loyalty card format - the fourth in less than ten years - to the original Match & More scheme announced in 2014.<ref>{{cite web |last=Wright |first=Georgia |date=22 May 2023 |title=Morrisons brings back More Card loyalty scheme nationwide |url=https://www.retailgazette.co.uk/blog/2023/05/morrisons-more-card-loyalty/ |access-date=22 May 2023 |work=Retail Gazette}}</ref>

===Product ranges===
Morrisons stocks thousands of lines sold under their own brands. These include Morrisons Savers, formerly M Savers, an economy brand including items ranging from food and drink to toiletries, in 2015 the UK's fastest-growing grocery brand.<ref>{{cite web|url=http://www.thegrocer.co.uk/companies/supermarkets/morrisons/morrisons-forges-ahead-despite-trading-blips/230060.article|title=Morrisons forges ahead despite trading blips|work=TheGrocer.co.uk|access-date=20 March 2015}}</ref>

=== Tommy's Afternoon Tea Box ===
Morrisons launched a special 'Tommy's Afternoon Tea Box' to support shoppers wishing to mark the end of World War Two anniversary on 2 September 2020. The boxes benefitted the Tommy Tea initiative through the Royal British Legion Industries (RBLI), with £1 on every box heading to the charity, as well as an additional £10,000 provided by the company.<ref>{{cite web|date=18 August 2020|title=Morrisons launches Tommy's Afternoon Tea Box to mark 75th anniversary of the end of World War Two|url=https://www.dailyrecord.co.uk/lifestyle/money/morrisons-launches-tommys-afternoon-tea-22540073|access-date=18 August 2020|website=Daily Record}}</ref>