Brief To create two publications and a series of on-brand assets to use across print, POS, social, online and advertising
Solution An 84-page Christmas catalogue for 2017 featured portraits of Morrisons staff and close-up food production shots, with succinct copy emphasising the fact that Morrisons’ bakers, butchers, fishmongers and other experts prepare great quantities of fresh food in-store. The 48-page Food to Order guide was created to support the catalogue, with an emphasis on functionality. The images are being used across a range of print and digital channels, including POS and advertising. For both publications, a dark palette of greys, slate and soft lighting was created to showcaseThe Best, Morrisons’ premium range of food and drink. For both The Best and the core ranges, simple propping, rich, warm lighting and first-rate styling ensured that the food was always the hero.