Annual report - print and online, Annual review - print and online, Corporate social responsibility report, Interim report
Brief
Morrisons strategy is to position the business as the UK’s ‘food specialist for everyone’. The acquisition of Safeway meant that they are now truly national with additional stores in London and the South. They have refreshed their brand and wanted the Annual report to underline that they are different from their competitors, who are expanding their non-food credentials. Morrisons are all about food; sourcing it, packing it, delivering it and selling it - fresh to the customer.
Response
Through best practice, we have been expressing Value, Fresh and Service, and 'vertical integration', the idea that Morrisons deal directly with suppliers from field to fork. In their reporting, Morrisons talks about its responsibility for the whole process which, in store, finds its expression in Market Street the 'in-store high street.'
