Morrisons Fresh Produce Get A Monstrous Makeover

Morrisons and Leo UK are bringing some Halloween fun to the fresh produce aisle with “Market Street Monsters”, a new OOH campaign turning everyday fruit and veg into spooky characters.

Using simple still-life photography, Morrisons Market Street produce becomes a cast of Halloween monsters. Avocados become “Monster Eyes”, carrots turn into “Zombie Fingers”, while a red pepper becomes “Screams” at 70p each.

Each execution puts the produce front and centre against Morrisons’ distinctive green, alongside bold yellow price labels and the “More reasons to shop at Morrisons” sign-off.

The campaign will run across OOH sites across the UK for two weeks until 31 October, with media planning and buying handled by Zenith UK and production by Publicis Production.

Kimberley Gill, Creative Director, Leo UK, said: “Halloween is full of familiar monsters, so we created ours from something even more familiar: the fresh produce in a Morrisons shop. By combining simple visual wit with unmistakable price messaging, the work makes everyday value feel playful and timely.”

Beverely Lumb, Marketing and Advertising Director at Morrisons, said: “This Halloween, we wanted to give customers proper value at Morrisons by bringing together fresh produce, great prices and a little seasonal fun. The campaign turns everyday ingredients into memorable Halloween characters while keeping value front and centre.”

Credits:

CAMPAIGN TITLE: ‘Market Street Monsters’

CLIENT: Morrisons

ADVERTISING AGENCY: Leo UK

CHIEF CREATIVE OFFICER: Andy Long

CREATIVE DIRECTOR: Kimberley Gill

CREATIVE: Rupert Knowlden

DESIGNER: Rupert Knowlden

PLANNER: Rebecca Priest

BUSINESS LEAD: Sophie Garrett

ACCOUNT TEAM: Jess Lakay

AGENCY PRODUCER: Anna Matyasovszki

MEDIA BUYING AGENCY: Zenith UK

MEDIA PLANNER: Megan Hughes

PRODUCTION COMPANY: Publicis Production

PRODUCER: Jo Hodge

POST-PRODUCTION COMPANY: Publicis Production

PHOTOGRAPHER: Myles New