'Mrs Crunch' Editorial Partnership
The Challenge: Support pivotal role of shopper mums, who account for 70 per cent of all visits to a supermarket and purchase goods based on a variety of criteria, including price, quality and health aspects. Morrisons wanted to support these mums with ideas and money-saving tips to make the weekly or daily shop easier and more rewarding.
Morrisons partnered with The Sun to create Mrs Crunch, an editorial supplement aimed at mums to give them money-saving tips and advice alongside ideas on activities to do with the children.
The 4-page editorial feature runs every Thursday and increases to 8 pages around key times such as Halloween and Christmas.
The partnership worked well to drive a positive brand image, call to action and recommendation of Morrisons. Nearly two thirds of mums who saw the advertising take action as a direct result of the campaign. Mrs Crunch was delivered in harmony with the newspaper content.
The Results: Top Line
Call to action
Nearly two thirds of mums who saw the advertising took action as a direct result
75% say it is relevant for their lives today, 74% said it gave them helpful money-saving tips
82% uplift in ‘provides good value’ for shoppers
90% uplift in 'is a brand I trust', 121% uplift in 'helps mums to save money'