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, translates FMCG brand objectives into shopper-first media strategies powered by first-party data. 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, building trusted, performance-led partnerships.

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

Campaigns delivered repeat investment from suppliers, with one category unlocking £1m in spend in a single week.

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