[Mrluvaluva]

Morrisons has signed a significant six-figure deal to become the official shopping partner of Channel 5's 'Big Brother', and the housemates will be able to buy Morrisons-branded groceries in their weekly shop.

During the current series of 'Big Brother' and the subsequent 'Celebrity' version, the housemates will choose their grocery, food and household shopping from Morrisons. The items will then be delivered in Morrisons-branded bags.

The products chosen from the Morrisons own range or the M Savers range will be delivered without stickers over the labels.

Previously, 'Big Brother' viewers have not been able to see the branding on any bought products.

The deal is believed to mark the first time a supermarket has used product placement since Ofcom changed the rules in February last year.

Rebecca Singleton, marketing director at Morrisons, said: "With the housemates' challenging weekly shopping budget, Morrisons offer a fantastic choice of options for them to be able to eat great food, whilst making the most of every important penny."

The placement was negotiated by MEC Access and Morrisons products are expected to appear on screen from this evening's show, at 10pm on Channel 5.

Chantal Rickards, head of programming and branded content at MEC Access, said: "Being the first-ever supermarket retailer to use product placement is a great opportunity for the brand to get fantastic exposure for its own range of products in front of a targeted audience."

Yesterday (6 June), Channel 5 announced its partnership with Henkel, which includes a role as official bathroom products provider. Henkel’s Right Guard deodorant, got2b styling products and Schwarzkopf Live Color XXL hair dye will all appear in the show.

'Big Brother' started on Tuesday (5 June) and the main series will run for around 10 and-a-half weeks, after which Channel 5 will air a two-and-a-half-week series of 'Celebrity Big Brother'.


Campaign Live

[Jack_]

Surprised they didn't go with Tesco seeing as it's right next door and that's who they've always shopped with.

But this is really starting to get on my tits. A SIX FIGURE SUM?! AND THEY STILL CAN'T PROVIDE A LIVE FEED? Pathetic and a complete joke.

[Petershaw1984]

Brilliant news my uncle is quite high up in morrisons so I might be able to get aom evictio tickets

[Ryan.]

I can't see any problem with this, it brings the show more revenue, so 5 are more likely to keep it around. Plus it's more realistic that the jarringly useless white labels that still let you see exactly what the item is

[Petershaw1984]

I'm suprised how even news about a official shopping partner can turn into a gripe about live feed.

Amazing really.

It won't be back like we wanted so let's get over it.

[Mrluvaluva]

Originally Posted by Jack_

Surprised they didn't go with Tesco seeing as it's right next door and that's who they've always shopped with.

But this is really starting to get on my tits. A SIX FIGURE SUM?! AND THEY STILL CAN'T PROVIDE A LIVE FEED? Pathetic and a complete joke.

I suppose the contract went to whoever offered the most in monetary terms and promotion etc.

[Kizzy]

yey morrybobs!

[armand.kay]

oh that's why the have the product placement logo during the title sequence.

[BBDodge]

Originally Posted by armand.kay

oh that's why the have the product placement logo during the title sequence.

Yes, I kept looking out for some branded product being waved in front of the camera.

[Jack_]

Originally Posted by pio5ukuk

I'm suprised how even news about a official shopping partner can turn into a gripe about live feed.

Amazing really.

It won't be back like we wanted so let's get over it.

Isn't it a bit obvious why? This is now the second product placement deal they've signed, the first one being with Ł2m and this now being a six figure deal. They have more than enough revenue to set up a live feed even online, which they could also charge for (as many are willing to pay). There are absolutely no excuses and we now know for sure (even though we did already) that it isn't a financial issue, more a case of being able to manipulate things more when they're editing the highlights shows.

[arista]

Great Move
Endemol needed to save even more money

Morrisons and AsdaWalmart
are cheaper than Bloated Tesco


Sign Of The Times

[arista]

Originally Posted by pio5ukuk

Brilliant news my uncle is quite high up in morrisons so I might be able to get aom evictio tickets

They are far better than tescos

[I've Got Class]

Will there be another shopping trip, ala Jedward in LIDL?

[BigBrotherfan4ever]

Originally Posted by I've Got Class

Will there be another shopping trip, ala Jedward in LIDL?

God hope not

[arista]

Originally Posted by I've Got Class

Will there be another shopping trip, ala Jedward in LIDL?

No it would be a Closed Morrisons
if they do it.

[Callum]

Originally Posted by I've Got Class

Will there be another shopping trip, ala Jedward in LIDL?

Oh god, I hope not. I don't want the housemates to have interaction with the outside world again, it ruins the concept of BB.

[daniel-lewis-1985]

Originally Posted by pio5ukuk

Brilliant news my uncle is quite high up in morrisons so I might be able to get aom evictio tickets

Why dont you just go on applausestore.com im offered atealst 5 eviction tickets every week.

[daniel-lewis-1985]

Originally Posted by arista

No it would be a Closed Morrisons
if they do it.

It was closed when they did it with LIDL

[arista]

Originally Posted by daniel-lewis-1985

It was closed when they did it with LIDL

Of Course
it was.

[Mrluvaluva]

Morrisons is to be the official shopping partner of the Big Brother House. While Big Brother’s credibility has hit rock bottom in recent years, it is still a big show and Morrisons’ product placement deal is smart, although ironic.

Morrisons will supply all the food, household and grocery products ordered by the housemates in their weekly shop, from its own label ranges, including its recently launched M Savers brand.

It means that where in previous series of Big Brother, the shopping arrived covered in white stickers in an attempt to block out what was usually pretty obvious brand anyway, now all products will be quite clearly Morrisons branded.

It works for a number of reasons;

Firstly, Morrisons CEO Dalton Philips has openly stated the need for Morrisons to up its game when it comes to own brand. It is revamping and relaunching all its ranges and this is a great way to showcase them all for a sustained period, on TV.

Secondly, It highlights Morrisons value credentials, as the housemates will have a limited budget to spend and will need to get as much for their money as possible.

Thirdly, and ironically, Morrisons is setting itself up as a home delivery service. Morrisons is still the only supermarket that doesn’t offer online shopping and home delivery - save a limited trial its running to test the waters.

By delivering to the Big Brother house every week in front of the nation, Morrisons is establishing the idea of itself as a grocery delivery service - even before it becomes one, paving the way for a bigger roll out of online shopping.


Marketing Week

[Jackie]

Previously, 'Big Brother' viewers have not been able to see the branding on any bought products.


Well i saw the labels and they were TESCOS before you have to be stupid not to know that one lol

[*mazedsalv**]

You would think with the amount of money they have at the moment that they could afford to show us 24/7 LF with around 42 different feeds.

[Rob!]

Interesting. So the food will be fully visible including labelling? Cool! I've never understood why they've had to put labels on stuff anyway...surely, in the world of wanting to get your product noticed, putting a label on it makes very little sense?

[Mrluvaluva]

In this series of the show as well as in the ‘Celebrity’ version which is set to follow, housemates will choose all of their food and household shopping from Morrisons supermarket, and the items will be delivered in the supermarket’s trademarked bags.

Products purchased from the retailer are expected to be seen in tonight’s show on channel 5 for the first time. The placement has been negotiated by MEC Access, and their head of programming, Chantal Rickards, said that “Being the first-ever supermarket retailer to use product placement is a great opportunity for the brand to get fantastic exposure for its own range of products in front of a targeted audience.”

ISN

[Petershaw1984]

Originally Posted by daniel-lewis-1985

Why dont you just go on applausestore.com im offered atealst 5 eviction tickets every week.

I have Applied before and only got offered them when I was in the domincan that was 2009 I think.