Supermarket–media partnership aims to transform shopper engagement across the UK

Morrisons and Bauer Media have announced a new commercial partnership that will introduce dynamic advertising zones at the entrances of Morrisons supermarkets nationwide. The initiative will convert high-footfall entry points into promotional hubs designed to give brands more visibility while shoppers arrive. The rollout is scheduled to begin in early 2025, covering hundreds of Morrisons stores across the UK.

The new ad spaces will feature large-format digital screens capable of presenting location-specific and time-sensitive campaigns. Brands will be able to tailor their messaging based on store performance, weather, product launches or seasonal events. According to both partners, the approach combines Bauer Media’s advertising network expertise with Morrisons’ strong customer traffic to deliver targeted retail advertising at scale.

The initial campaign wave will include promotions from fast-moving consumer goods, household brands and seasonal advertisers. Media planners expect major retailers, entertainment services and food and drink companies to make early use of the new format. For Morrisons, the partnership represents an opportunity to create additional commercial revenue without altering the core shopping experience.

The supermarket confirmed that the advertisements will be placed at entrances and not inside aisles, ensuring the primary layout and product browsing remain uninterrupted. The aim is to capture attention at a moment when shoppers are mentally planning their purchases, but without interfering with in-store journeys. This aligns with broader trends in retail media where external positioning has become increasingly influential.

Bauer Media said the collaboration allows advertisers to target real-time footfall rather than relying solely on online or broadcast campaigns. The media group already manages major digital out-of-home networks across the UK, and integrating Morrisons locations expands its presence into more neighbourhoods and commuter towns. For advertisers, the opportunity combines physical visibility with advanced data-driven planning tools.

Industry analysts suggest the partnership is part of the growing “retail media” market, where supermarkets monetise customer attention through commercial broadcasting. Several UK grocers have recently invested in advertising networks as brands seek alternatives to traditional media. Morrisons’ decision places it alongside competitors already using digital screens and loyalty-based marketing to attract advertiser budgets.

The rollout also supports Morrisons’ broader strategy to boost commercial performance after a challenging trading period. Increasing non-grocery revenue streams has become a priority for many supermarket groups, and digital advertising is viewed as a low-disruption source of growth. Analysts say the partnership positions the supermarket to compete more effectively in the fast-expanding retail-media space.

From the media industry perspective, the collaboration strengthens Bauer’s move into physical consumer environments rather than relying solely on radio, print and online advertising. The company has been expanding its presence in retail, transport and lifestyle locations, and Morrisons adds one of the UK’s most established supermarket footprints to its network. The partnership is expected to attract advertisers looking for both mass reach and highly local relevance.

The companies emphasise that shopper comfort and store accessibility remain central to the plan. Entrance areas will be redesigned to accommodate digital screens while maintaining full customer flow for trolleys, baskets and mobility access. Trials carried out in selected stores showed no negative impact on footfall behaviour or entry congestion during peak hours.

Looking ahead, the project will run in phases throughout 2025, with performance data expected to guide further expansion. Both companies have stated that customer insights, campaign engagement statistics and advertiser demand will shape the next stage of development. If successful, the partnership could establish a new standard in how supermarkets and media groups collaborate to commercialise physical shopping environments across the UK.