We knew that Morrisons customers clearly understood how a premium own-label range fit into the supermarket’s overall product offering. However, they told us they preferred the quality message to be communicated by the product itself, rather than by its packaging. So we duly got out of the way and let the product do the talking. Where possible we ensured the product was given maximum visibility, while packaging materials and any photography we included were of the highest standard. We are excited to see the results and hope they really are ‘The Best’.