In the savage wars of the supermarkets Morrisons’ corporate communications take the biscuit. It has incorporated its distinctive M into the slogan about price: “I’m cheaper” says a sticker on the floor at the doors and on marketing material.
Notice the “I’m” making Morrisons into a person. And notice the “your”, appealing directly to the customer.
Locally in Wimbledon this July Morrisons may have cause to rebrand their shop again Murriywins, a nice touch.