Morrisons plans major UK TV ad blitz

Grocer Morrisons is to launch a national TV ad campaign this autumn to mark the completion of its range harmonisation programme.

The Bradford-based grocer has been installing its own range in acquired Safeway stores and deciding which Safeway products to keep in the merged group's offer.

Joint managing director Bob Stott said the campaign will flag the end of that process and enable Morrisons to shout about its offer and prices throughout the UK.

Morrisons' previous campaign, Enjoy the Change, was to alert Safeway customers that it had taken over the grocer.

The new Morrisons offer will comprise 22,000 lines. Safeway's full offer comprised 30,000 lines, and Morrisons previously carried 20,000. The grocer has kept Safeway's premium The Best and healthy eating Eat Smart ranges, but rebadged them as Morrisons.

Morrisons joint managing director Marie Melnyk said of the range harmonisation process: 'We have benchmarked every single product on quality. We went in with an open mind, but have selected products that are commercially viable to work in Morrisons' stores.'

Separately, Leeds-based rival Asda has bought four stores from Morrisons in the latest round of disposals forced by the OFT. It is understood that Asda paid more than the£38.7 million asset valuation of the shops.