Shaken & Stirred - Influential Brand Profiling and Positioning

Morrisons has declined to sign a new one-year deal with ITV pair Ant and Dec

Morrisons advertising, through DLKW Lowe, has been fronted recently by popular ITV pair Ant and Dec (Anthony McPartlin and Declan Donnelly, below and not doing very much, to be honest). But they’re reported to be out as Morrisons has declined to sign a new one-year deal.

There are two new brooms in charge at Morrisons – chairman Andrew Higginson and CEO David Potts, both old Tesco hands – with a ‘new’ strategy of taking the northern-based supermarket chain back to what it used to be, a reliable and low cost purveyor of fresh meat, fish and vegetables.

They don’t seem to have much of a choice as Morrisons’ market share and profits have suffered mightily at the hands of German discounters Aldi and Lidl, to a greater extent even than Tesco.

And, just as new Tesco CEO Dave Lewis axed Wieden+Kennedy in favour of BBH and set about reviewing his £100m media account at Initiative, ad changes seem to be on the way at Morrisons.