Morrisons Big Brother grocery delivery is ironic

Morrisons is to be the official shopping partner of the Big Brother House. While Big Brother’s credibility has hit rock bottom in recent years, it is still a big show and Morrisons’ product placement deal is smart, although ironic.

Morrisons will supply all the food, household and grocery products ordered by the housemates in their weekly shop, from its own label ranges, including its recently launched M Savers brand.

It means that where in previous series of Big Brother, the shopping arrived covered in white stickers in an attempt to block out what was usually  pretty obvious brand anyway, now all products will be quite clearly Morrisons branded.

It works for a number of reasons;

Firstly, Morrisons CEO Dalton Philips has openly stated the need for Morrisons to up its game when it comes to own brand. It is revamping and relaunching all its ranges and this is a great way to showcase them all for a sustained period, on TV.

Secondly, It highlights Morrisons value credentials, as the housemates will have a limited budget to spend and will need to get as much for their money as possible.

Thirdly, and ironically, Morrisons is setting itself up as a home delivery service. Morrisons is still the only supermarket that doesn’t offer online shopping and home delivery - save a limited trial its running to test the waters.

By delivering to the Big Brother house every week in front of the nation, Morrisons is establishing the idea of itself as a grocery delivery service - even before it becomes one, paving the way for a bigger roll out of online shopping.

 

 

Readers' comments (5)

  • I think this is a great idea for Morrison I just wished they would do it sooner!
    I currently shop at Sainsburys but it becoming very expensive , would love to shop at Morrison but not a closer enough store where we live as I live in Witney Oxfordshire.
    When ever me and my partner are in Swindon we always pop to Morrison and I'm so amazed by the quality and how cheep it is compared to Sainsburys .
    If Morrison did an Internet delivery service I would shop there every week.
    I hope this service does come about and if so I will be looking forward to it when it does!

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  • Like the person above I live too far away to tracvel to morrisons store every week I woild certainly use their delivery service please hurry with starting it

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  • I shop at Morrisons for all my goods, at the age of 85 have to use taxis and would love to have home delivery because of the cost involved.

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  • I work for Morrisons and I can't believe we still don't offer online shopping, I have asked my managers on a couple of occasions over past 2 years and they were very vague and did not feel it was a good idea. I tried to explain to them we were getting left behind by other supermarkets and one of them just scoffed and said there was no profit in home delivery and we would lose our jobs to distribution warehouses if this were to happen and that there was no possibility of this happening in near future. I asked about this in december and was made to feel silly asking such a stupid question

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  • Please make up minds and do home delivery!! I fell in love with Morrisons whilst on holiday in Blackpool many years ago but unfortunately there is no store (or transport) convenient to where I live.

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