Morrisons & Leo Burnett kick off ‘Pay less with More Card’ adobo Magazine [Video]

LONDON, UK — Supermarket chain Morrisons has celebrated and reinforced its commitment to its “More Card” loyalty scheme by launching a new brand platform and integrated, multi-platform campaign. Created by Leo Burnett, “Pay Less with More Card” is designed to increase sign-ups and regular use of the “More Card” by emphasizing the significant savings customers can enjoy through its exclusive, significantly lower prices.

The campaign kicks off today with two humorous 30” films that feature customers experiencing light-hearted confusion over the concept of the “More Card” as they’re paying so much less for their shopping. The tension builds as customers glance around the “More Card” signs displayed across their local Morrisons store in bewilderment. The music crescendos as the customers slowly realize they are paying far less, and the films end with the customers scanning their “More Card” triumphantly.

The films, alongside above-the-line activations, featuring a refreshed visual identity, spotlight the vast array of products available at …