Marketing News: Morrisons Lets Grow is a highly successful national reward scheme that inspires a healthier lifestyle

News Release from: MarketingUK
22/01/2010
Billington Cartmell Agency, Morrisons, Lets Grow voucher ,Diarmuid Gavin , case study,

Morrisons Lets Grow is a highly successful national reward scheme that inspires a healthier lifestyle through the practical experience of growing fresh fruit and vegetables within the school grounds.

The initiative provides schools with gardening tools and equipment through a voucher scheme with customers being rewarded with one Lets Grow voucher with every £10 spent.

In creating a sub-brand for Morrisons, we had to ensure that the name, the logo and the creative identity would fit within the Morrisons brand, which at the time was still relatively new.

Morrisons Let's Grow is a highly successful national reward scheme that inspires a healthier lifestyle through the practical experience of growing fresh fruit and vegetables within the school grounds.

The initiative provides schools with gardening tools and equipment through a voucher scheme with customers being rewarded with one Let's Grow voucher with every £10 spent.

In creating a sub-brand for Morrisons, we had to ensure that the name, the logo and the creative identity would fit within the Morrisons brand, which at the time was still relatively new.

"Let's Grow"

The name "Let's Grow" was proposed as it was suggestive of what the scheme delivered (growing equipment) and the tone-of-voice was inviting and inclusive, which sits naturally with the Morrisons brand. The logo had to be simple and obviously linked to Morrisons, and as with the name, we wanted to ensure that it was clearly linked with growing.

Within the identity of Let's Grow, we needed to show children with the gardening equipment to demonstrate the end benefit of the scheme. At the time of development, the Morrisons brand advertising from DLKW was already using Diarmuid Gavin, and with his gardening credentials was the ideal choice to front the campaign.

Diarmuid Gavin

A photo shoot at a local school showing Diarmuid Gavin and school children growing, along with the logo and name formed the core identity and was used throughout all comms, from in store to school DM and Welcome Packs, from TV (created by DLKW) and online (by Candi).

One of the challenges we faced in developing and activating this new scheme was engaging teachers and ultimately recruit schools to participate. We achieved this by identifying schools located within a 10 mile drive time to a Morrisons store (to ensure they could participate in the voucher collection) were targeted via a DM campaign - a staggering 76% more than targeted registered for the scheme!

With the schools engaged and a strong integrated communications plan, Let's Grow proved to be a huge success and with even more schools registering in year 2 and it's sure to grow even bigger and better!

The results

Over 18,000 schools registered, 78% more than targeted and 300% more than originally forecast. 84% of these schools went on to place an order and a total of £3.2million worth of equipment was delivered. What's more, over 5 million children have benefited from the campaign equating to half the UK child population!

Year 2 launched in September 2009 and we've opened the scheme to nursery schools and invited selected brand partners to come on board. To date over 22,000 schools have registered as the campaign continues to grow and grow!