Morrisons launches kids food campaign

Supermarket chain Morrisons has launched a new marketing campaign aimed at children.

The ‘Let’s Grow’ campaign aims to encourage children to become more involved in choosing their food and learning about where it comes from.

Its strategy will aim to engage local communities and schools and will make use of a mix of digital, in-store and direct mail to engage consumers.

According to Michael Bates, marketing director at Morrisons, the scheme offers “great long-term potential”.

He said: “The whole concept of Let’s Grow offers Morrisons a fresh and meaningful expression of our brand positioning.

“It will give us a clear point of differentiation within the market with great long term potential.”

The scheme will also involve a voucher campaign through its stores offering redeemable services and equipment such as tools for school gardens.

It is being handled by MEC Access and will also involve two charities - Farming and Countryside Education and the Federation of City Farms and Community Gardens .