Try before you buy: Morrisons Media Group (MMG) launches product sampling in UK grocery giant's stores

Morrisons Media Group (MMG) is launching food and drink sampling in stores across the UK.

Brands can now book in-aisle sampling activity for the autumn, working with the MMG team to select the right supermarkets from the hundreds available across the Morrisons estate. 

This follows the introduction of digital screens at Morrisons Market Street food counters, trolley media and a ‘My Points Boosters’ trial which offers hyper-personalised offers for More Card loyalty members and has recently been expanded to include all More Card customers that use the app or website.

Morrisons has also partnered with Epsilon to roll-out sponsored products across its e-commerce site. 

Managed by MMG, the initial roll-out enables brands to activate campaigns quickly across sponsored search and sponsored browse with flexibility on their spend.  

Jodie Locking, Head of Digital Marketing at Morrisons, says: “Since launching Morrisons Media Group we have continued to find ways to bring brands closer to our customers.”

“Our new in store sampling will improve customers’ shopping experience while the partnership with Epsilon will help position Morrisons.com as a key e-commerce destination for advertisers.”

MMG, which launched in September 2022 as a full service retail media offering, is operated in partnership with SMG.

Lee LeFeuvre, Chief Commercial Officer at SMG, says: “We're delighted to be introducing sampling opportunities for brands at Morrisons, successfully launching NPD remains a core focus for the majority of FMCG brands with trial and repeat being the key to long term results.”

“We know Morrisons shoppers are very open to 'new', this channel is designed not just to drive sales but to improve the experience for Morrisons shoppers whilst they're in store.”

Elliott Clayton, Managing Director, UK at Epsilon, says: “By enhancing the experience for shoppers, Morrisons creates valuable opportunities for brands to build strong relationships at the point of purchase.”

“This is a fantastic example of the growing 'brand performance' strategy that seamlessly merges brand-building and performance marketing. We look forward to supporting Morrisons as they continue to expand their unique, omnichannel media proposition.”

2024 RTIH INNOVATION AWARDS

Retail media is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.