Morrisons will launch its first online wine offering, Morrisonscellar.com, which will be promoted by Focus PR. The agency won a three-way pitch and will have quite a challenge with this launch. Its mission is to create awareness for the website, scheduled to be launched later this year, and for the Morrisons wine offering, targeting to key opinion formers and consumers.
“Focus PR came highly recommended when we began our very specific search for a consumer lifestyle PR agency which combined creativity with strong wine knowledge and reputation” declared Eileen McGuinness, head of consumer media and brand campaigns at Morrisons.
“From our first meeting we were impressed with the energy and expertise the team displayed and the creative understanding of our brief. Morrisons’ market share of the wine category is growing faster than our competitors, so 2012/13 is a very exciting time for our wine.
“We want to engage consumers in wine by taking a refreshing new approach to helping them find the right wine for them, and morrisonscellar.com will be at the heart of this new initiative” she added.
Focus PR representatives said they will focus on promoting the wide variety of wines available and the fact that the website enables visitors to choose their preferred wine.
“It will be any way we can reach the supermarket shopper, whether that’s online, face-to-face or in-store”, said Hilary Crossing, Focus PR’s managing director.
The supermarket giant surely made some market analysis to make sure launching such a wine offering is a good step in marketing their business. With the right strategy, Focus PR can turn the launch and the website into a real success.