Challenge: Customer behaviour and trends in the healthy eating category were changing and the existing brand NUME was confusing to customers. A new approach was needed to communicate health and wellbeing quickly and effectively.
Solution: We worked closely with the Morrisons team to create a clear strategy. We reintroduced the original name, 'Eat Smart' and created a strong coherent brand which stretches across multiple categories. It clearly defines the proposition as an all-encompassing healthy living campaign.