Morrisons ezine and video recipe demos

Winning digital business for an agency new to digital

Result Marketing Group had already bagged the business to produce the Morrisons print customer magazine. We wanted digital business from the supermarket so pitched online customer magazines, email newsletters and video recipes.

I wrote the doc outlining our approach and rationale (engagement, footfall, sales), prepped costings and presented to Morrisons.

We wanted to show and tell, so I put together a demo magazine and video recipe – all on a tiny budget.

The Ceros digital magazine platform was big at the time but we couldn’t depend on an internet connection, so built from scratch.

Here’s what I did:

• Worked with the agency designer on page layouts, animations and interactions. Watchwords were less copy and more imagery, video and audio – plus a good mix of supplier funded ads and promotions
• Recruited and briefed a Flash developer I knew to build the demo
• Sourced assets, created content, managed green screen video shoots
• Oversaw production and defect fixes
• Got our food stills photographer to produce an example video recipe

Morrisons loved it and went ahead the following year.

In 2012 and 2013 the Morrisons online mag won Result ‘Customer Magazine of the Year’ at the Digital Magazine Awards.