One of Morrisons business priorities is to be more competitive, and it regularly cuts prices on staples in its Price Crunch initiatives.

We’ve recently handled the media relations around its latest, including a nod to the recent Brexit vote and allaying consumer confidence around food prices (and subtly making the point that Morrisons is UK farming’s biggest customer, and therefore well placed compared to its German-owned competitors).

Most of the nationals picked up on it from The Times to The Sun, and satisfyingly Morrisons is now being referenced in all other supermarket coverage - stealing a share as any challenger brand should.