Morrisons launches new year Price Crunch

Date : 04 January 2017

Morrisons has launched a new wave of its Price Crunch campaign to capture the attention of cash strapped shoppers looking for savings after Christmas indulgence.

Fresh products targeted

The new activity focuses on fresh lines and everyday essentials, with around 800 prices cut by an average of 19%. Example price cuts include beef meatballs falling from £2 to £1.77, a twin pack of avocados falling from £1.80 to £1.47, Albert Bartlett Rooster Fries reduced from £2.58 to £2 and King Edward potatoes now being sold at £1.67 instead of £2. Together with existing reductions, some 1,500 products are now on a Price Crunch in Morrisons stores. In addition, Morrisons has simplified the pricing of over 5,000 products, by adopting £1, £2 and £3 price points to make it easier for shoppers to calculate the cost of their baskets.

Helping core customers

Commenting on the campaign, Andy Atkinson, Morrisons marketing and customer director said “Many customers are feeling the pinch after Christmas so we are cutting prices, particularly on fresh food and everyday essentials. These price cuts will help families who are on a tighter budget and will continue to make Morrisons more competitive.”

Price Crunch key to improving LFL sales

The long standing Price Crunch mechanic was revived by CEO David Potts last January to step up Morrisons commitment to value and defend its market position better against the discounters, particularly on produce and fresh meat. During 2016 several waves of Price Crunch were completed which are credited with reviving Morrisons LFL sales, ending a four year run of declining sales. For the last three quarters, Morrisons has delivered the best LFL performance of the Big Four retailers, with sales up 1.6% in Q3.

Morrisons will report its festive trading figures on January 10th.