Brief To drive Morrisons’ Food to Order sales throughout the year, and especially at Christmas.
Solution An all-year-round 48-page guide was created to convey the range and quality of Morrisons’ Food to Order offering. The emphasis was on functionality and outstanding food photography, with the images being designed for continued use across a range of print and digital channels including POS, online, social and advertising.
For 2018, a flippable 84-page publication combined a Christmas catalogue, showcasing Morrisons’ in store offering, and a tailored Food to Order Guide, highlighting the best of the festive food and drink.
All publications feature 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-quality fresh food in store. For both The Best and the core range, simple propping, natural, warm lighting and first-rate styling ensure that the food is always the hero. A dark palette of greys, slate and soft lighting showcases The Best, Morrisons’ premium range of food and drink.