Historically Morrisons has had a muted approach to promotional marketing preferring an EDLP strategy over marketing techniques such as loyalty schemes used by competitors Tesco and Sainsbury's.
The appointment follows Morrisons recent appointment of Prudential marketer Angus McIver as marketing director and the introduction of a new strapline ‘Fresh choice for you’ which was created by DLKW.
Morrisons recently launched a new TV advertising campaign created by DLKW featuring Denise van Outen which highlighted the quality of its fresh food.
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