M people: Morrisons range caters for Just Nots

London – During LS:N Global’s Just Nots network evening, held at The Future Laboratory headquarters last month, editor James Wallman interviewed Alasdair Lennox, creative director at design consultancy FITCH.

Lennox talked about the work FITCH has done with supermarket chain Morrisons. Having collaborated with the retailer on the launch of its M Kitchen range of quality home-brand goods, Lennox described how the chain strives to offer good, fresh food at low prices – an idea key to connecting with the Just Nots. ‘Morrisons is like Waitrose for everybody else,’ said Lennox.

Watch the above video for more on how supermarkets can connect with the Just Nots.