Kriti Jhanji - Portfolio

Shopper Marketing Strategy

Pastel ice cream packaging design with retro typography on pink background

project overview

Morrisons Media Group, operated with SMG, sits at the intersection of supplier ambition and real shopper behaviour. The mandate: translate FMCG brand objectives into shopper-first media strategies powered by first-party data.

company

Morrison Media Group (SMG)

year

2023

my role

Client Executive

client

Morrisons

Close-up of hand holding pink ice cream cone against pastel background

Macro shot of pink ice cream texture with creamy details

Managed omni-channel campaigns across dairy and meal solutions, overseeing £3.3m in media investment. Used loyalty and behavioural insight to shape POS strategy across in-store and digital touchpoints. Aligned supplier and category priorities to unlock £1m in media spend in a single week, building trusted, performance-led partnerships.

Hand holding waffle cone with three scoops of colorful pastel ice cream

Delivered measurable in-store impact and repeat investment, positioning Morrisons Media Group as a strategic retail media partner - not just a media owner.

other projects

Minimalist coffee can design in hand – black and white packaging with bold typography

Barratt Sweetshop

Valeo Foods UK

Bacardi House Party Sessions

MSL Group (Publicis)

Stack of modern books and magazine with minimalist cover design on leather chair

Verbena Launch

Valeo Foods UK