Supermarket chain Morrisons, in partnership with Leo Burnett UK, is helping Brits redeem past Valentine’s Day gifting blunders with a campaign that transforms real-life gift mishaps into custom love songs.
Featuring three original tracks inspired by real-life experiences of customers, "Get Personal This Valentine’s Day" playfully encourages shoppers to choose more thoughtful gifts this year.
At the heart of the campaign are three songs, each based on true stories of past Valentine’s Day gifts that slightly missed the mark:
- "Dine in for 2, for my honey boo"
- "Oh baby let me buy you a strawberry tart"
- "Nothing says 'I love you' like a giant cookie"
These humorous tracks double as lighthearted apologies while showcasing Morrisons’ products as better alternatives, which include a Giant Cookie, a Strawberry Tart, and The Best Dine-In for Two meal deal.
Produced in collaboration with Ninja Tune and artist Dirty Nice, the tracks span multiple genres, from R&B slow jams to power ballads. Media planning and buying were led by Wavemaker.
The campaign also includes animated music videos and single cover artwork shared across social media. Leo Burnett’s in-house team, POPDesign, created the campaign visuals.
Each track ends with the tagline, “It’s the loving season, Morrisons have all the reasons.”
To gather customer stories, Morrisons and Leo Burnett ran a nationwide social competition, offering participants a chance to win a spa break for two.
In a statement, Leo Burnett UK’s Chief Creative Officer Mark Elwood highlighted the campaign’s playful approach to past Valentine’s Day missteps:
“This campaign showcases some bold, but ultimately not quite right Valentine's Day choices. Clearly, we need to help the nation out.
We’re helping Morrisons shoppers make up for some past missteps with some good ol’ love songs. You’re welcome, Valentines!”
Morrisons will also debut a 20-second TV spot, "Personal Dedication," which tells the redemption story of a couple from the campaign.
The ad features Michael, who publicly apologizes to his partner, Marion, for gifting her a bin last Valentine’s Day. This year, he makes it up to her by cooking a romantic meal using Morrisons’ The Best Dine-In for Two offer.
Morrisons Hits the Right Note for Valentine’s
As part of a broader social and audio-first strategy, the love songs will be amplified across Instagram, Facebook, TikTok, and Spotify.
To spark conversation, Morrisons is also the official launch partner of "How To Date," a new podcast hosted by Elizabeth Day and "Married At First Sight’s" Mel Schilling, which helps listeners navigate modern dating.
The campaign will extend further with out-of-home (OOH), radio, and press activations, all highlighting Morrisons’ Valentine’s Day offers.
Morrisons is embracing personalized marketing by turning real customer experiences into entertaining and relatable content.
By transforming past gift mishaps into love songs, the brand creates a unique, shareable campaign that resonates with shoppers on a deeper, more emotional level.
As V-Day fast approaches, more brands are creating campaigns that tap into emotions, nostalgia, and humor, even emboldening consumers to take action on the big day.
Recently, Red Robin's Valentine's Day campaign put love on the menu with a unique and playful proposal challenge.
