Rosie Baker is Marketing Week’s specialist on sustainability and retail.
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.