The Best Launch


Morrisons Signature – while still popular since its launch four years earlier – was due a refresh. It was time for a new premium range to launch across Morrisons stores nationwide. Something better, or even, The Best.

How we lived and breathed it

The Best focuses on the best ingredients, the best flavours and the best dishes. So before we did anything else we quickly got acquainted with the new 570-strong range of the finest tastes in life. From Colombian coffee to bars of salted butterscotch chocolate and even red Thai chicken pizza. All in the name of research.

The result

We let all that good flavour do all the talking. With a design style that features beautiful food photography set against a dark, slate background. Inspiring customers to try something different. Some even compared The Best to the well-established Tesco Finest offering – which we loved.

  • Client: Morrisons
  • Tasks: To help launch the new “The Best” range