Morrisons has launched its voucher scheme aimed at helping children to learn more about healthier eating options such as fruit and vegetables.
As part of the Let’s Grow initiative, the supermarket will enable customers to collect vouchers in stores that will then be exchanged for gardening items.
Marketing director at Morrisons Michael Bates remarked that this gives the company “fresh and meaningful expression of [its] brand positioning”.
A number of organisations are helping the retailer during the scheme, such as the charities Farming and Countryside Education, along with Federation of City Farms and Community Gardens.
The campaign will be orchestrated via a number of different channels, such as online, in-store and direct mail.
Morrisons nut buyer Bryan Worth this week said that the supermarket is bringing out a new line – Kentish Cobnuts – for the autumn.
