Morrisons Make Good Things Happen | Clapboard Ad Archive

Make Good Things Happen

Description

Launched in June 2021 in the United Kingdom, the 'Make Good Things Happen' campaign by Morrisons, developed in collaboration with Publicis, strategically positions the brand as a conscientious and community-focused retailer within the competitive Retail Services industry. This film medium campaign harnesses a powerful narrative that emphasizes the brand’s commitment to ethical sourcing and sustainable food production, highlighting the positive impact such dedication has not only on customers but also on colleagues, suppliers, and society at large. By inviting consumers to care more about how their food is grown and made, Morrisons extends an inclusive call to action that strengthens emotional engagement and fosters brand loyalty through shared values. The campaign’s messaging skillfully aligns with growing consumer demand for transparency and responsibility in the food industry, positioning Morrisons as a leader in making meaningful change. The use of the hashtag #MakeGoodThingsHappen amplifies social media connectivity, encouraging consumer interaction and boosting online visibility. With a singular but impactful media asset, this campaign effectively blends empathy and purpose-driven storytelling to communicate Morrisons’ mission of creating widespread positive outcomes through everyday choices. The dedicated campaign hub on Morrisons’ website further supports this dialogue, providing consumers with a deeper understanding of the brand’s initiatives and reinforcing the overall narrative. From a marketing and communications perspective, 'Make Good Things Happen' not only enhances Morrisons’ brand equity but also resonates with a socially conscious audience seeking authenticity and positive influence from retailers.

Credits

Client

Morrisons

Agency

Publicis

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Campaign Proposition

Morrisons’ "Make Good Things Happen" campaign positions the brand as a conscientious retailer committed to ethical sourcing and broader positive impact. The core proposition emphasizes responsibility and care in food production, suggesting that thoughtful practices—both in how food is grown and made—can generate benefits that extend beyond customers to suppliers, employees, and society at large. This message aligns Morrisons with values of transparency, sustainability, and community, aiming to differentiate the brand in a competitive retail market increasingly attentive to ethical consumption. The campaign leverages a narrative storytelling approach to highlight this commitment, using emotive cues to foster a sense of shared responsibility between the brand and its audience. The insight driving the strategy is that consumers today are not only seeking quality products but also want assurance that their purchases contribute positively to environmental and social outcomes. By focusing on the interconnectedness of care—from farming to shopping—Morrisons targets ethically minded shoppers within the UK market who value authenticity and corporate responsibility. The creative angle centers on the simple yet powerful idea that collective small actions, underpinned by genuine care, enable “good things” to happen, strengthening the brand’s relevance and emotional engagement. This approach helps position Morrisons as a catalyst for positive change, moving beyond transactional retail to advocate a purposeful consumption model.

Creative Device

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