From Aisle 5 to #1 on TikTok

The Challenge

A brand people actually want to follow

Since January 2026, we’ve been running Morrisons’ social channels — and we’ve taken them from #5 in the grocery category to #1 on TikTok. Turns out a warm, northern, slightly cheeky personality travels well, and we’ve built a brand people actually want to follow, not just scroll past.

The Strategy

The Social Trinity

Our approach is what we call the Social Trinity: organic content, influencer partnerships and paid media, all pulling in the same direction instead of shouting over each other, so every post is built to be shared. For Father’s Day, we teamed up with @HelloDimeji – an unexpected pairing that reached 28M people and earned 405K shares. Not bad for a supermarket.

We also treat the comments section like prime billboard space (82% of TikTok users read them, after all), showing up with humour and personality instead of a press release — that alone has earned over 1M likes. And by putting real Morrisons employees front and centre, we’ve made the brand the place people trust for genuinely useful, accessible food inspiration, not just discounts.

The ResultS

5-month results

70M+ views, 600K+ shares, 100K+ saves.