Poking fun at the gifting mishaps that can occur when it comes to Valentine’s Day, Morrisons and Leo Burnett are helping the nation to get it right this year.

The ‘Get Personal This Valentine’s Day’ campaign sees the retailer playfully create music out of customers' real-life Valentine’s Day mishaps while pointing customers towards its Dine-in for two range for a guaranteed hit. 

The humorous campaign comprises of three original tracks inspired by real-life stories. Each song tells the story of a gift that missed the mark. The songs titled, ‘Dine in for 2, for my honey boo’, ‘Oh baby let me buy you a strawberry tart,’ and 'Nothing says I love you like a giant cookie’, act as playful apologies. Each track acknowledges the need to do better this year to create moments that matter for our significant others. The tracks highlight Morrisons’ products as a better solution, offering up a Giant Cookie, a Strawberry Tart, and The Best Dine-in for Two as surefire gifts to please a partner.

The songs have been produced in collaboration with Ninja Tune and artist Dirty Nice and span multiple genres, from R&B slow jams to power ballads. Each track ends with the record label-style watermark, “It’s the loving season, Morrisons have all the reasons.”

In addition to the musical element of the campaign, a 20 second TV film titled, ‘Personal Dedication’ tells the story of Marion, whose partner, Michael, is making a public apology for purchasing her a bin last year. This year he is doing better with Morrisons’ The Best Dine In for Two meal deal.

“This campaign is all about turning those ‘What were you thinking?’ gifts of the past into something thoughtful and heartfelt,  making this Valentine’s Day one to remember for all the right reasons,” explains Megan Fisher, Social Media Manager at Morrisons.

The campaign tracks will be promoted with single cover artwork and animated music videos across digital platforms including Instagram, Facebook, TikTok, and Spotify media. The campaign will also see Morrisons partner with Elizabeth Day’s new podcast How To Date. OOH, radio, and press activations will highlight how the nation can do better by showcasing the many Valentine’s Day offers available at Morrisons. Media planning and buying was led by Wavemaker. Artwork for the campaign was created by Leo Burnett’s in-house design team, POPDesign.

Through playful storytelling, Morrisons embraces the nation's fails, while providing customers with all they need to impress their loved ones come Friday.