Leo UK bakes up Wimbledon buzz for Morrisons

Advertising vans will also travel around the Wimbledon grounds, with messaging updated in real time

Leo UK has launched a Wimbledon-themed campaign for Morrisons to promote the supermarket's limited-edition Grand Slam Doughnut, combining out-of-home advertising with experiential activity during the tennis championships.

The campaign highlights the skills of Morrisons' Market Street bakers through a series of executions inspired by Wimbledon, positioning the retailer's freshly prepared strawberries and cream doughnut as a seasonal product available in stores.

Campaign extends beyond traditional OOH

The out-of-home campaign features creative centred on the idea of the perfect serve, showing a Morrisons Market Street baker launching the Grand Slam Doughnut into the air. The campaign line reads: Our bakers have mastered the perfect serve.

Advertising vans will also travel around the Wimbledon grounds, with messaging updated in real time to reflect tournament matches, players and other developments throughout the championships.

Live activation invites fans to compete

On 7 July, Leo UK will also deliver The Baker Championships, a live activation outside the Morrisons store in Wimbledon Piazza. Visitors will be invited to compete against Morrisons bakers in a timed challenge to prepare a strawberries and cream doughnut.

The activity will be overseen by a Baker Umpire, with participants who beat the baker receiving a £20 Morrisons voucher. All participants will keep the doughnut they prepare.

Agency leads integrated campaign

Kimberley Gill, creative director, Leo UK: “Behold The Grand Slam Doughnut, a strawberries and cream dream, invented by Morrisons very own bakers. And those Bakers are on their way to Wimbledon, piping bag in hand, for The Baker Championships.”

Beverley Lumb, Advertising, Social, Digital and POS Director, Morrisons: “Nothing says a proper British summer quite like Wimbledon, strawberries and cream, and a delicious bakery treat. Our very own bakers freshly prepare these doughnuts in store every day using fresh cream and strawberries, making them the perfect summer indulgence for customers. We can’t wait for Wimbledon fans to get their hands on them.”

The campaign is running across Wimbledon and London. Leo UK led the creative work, Fabric produced the social content and Zenith UK handled media planning and buying.

www.morrisons.com

www.leoburnett.co.uk

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