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Saving Morrisons
colleagues dough
back to grid

in a nutshell

This multi-award winning programme to financially educate 130,000 colleagues in advance of Morrisons pension revamp in 2013 continues to have a positive impact on colleagues’ finances to this day. Our broad-ranging campaign combined a money makeover microsite with extensive ambient and print collateral to encourage colleagues to review their finances and start to save for the future.


the challenge

In 2013, Morrisons wanted to improve their pension scheme to provide security and certainty in later life for their people. With only 10% of Morrisons workforce in their company scheme at the time, the challenge was to encourage 130,000 employees, many on or near the living wage, to feel they could afford to save for their pension.

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the response & delivery

Basing our thinking in colleague research, we developed ‘Save Your Dough’, aimed at helping colleagues save a little today, so they can think about saving for tomorrow. Our programme demystified money management and helped bust common myths like: ‘can’t afford it, don’t trust my employer, it’s too far away, it’s too complicated, I’ll make my nest egg another way; property or inheritance’.

We enlisted the help of TV figure and independent financial expert, Alvin Hall, to front the education programme. He undertook money makeovers for colleagues in financial trouble, which we filmed and promoted on the portal. We produced printed booklets on subjects such as money saving tips and retirement planning unpacked. We worked with the Money Advice Service to build functionality such as financial health checker, cutback calculator, budget planner tools and much, much more.


said SYD had a positive
impact on their


weeks after launch,
pension members


unique visits to the
site in the first
six months


the impact

“scarlettabbott has set the bar for internal communication and design at Morrisons. They are real experts in engaging colleagues in rich conversations in a highly creative and fun way. They’re 100% committed to delivering for us, even in the most challenging situations, are good fun to work with and give us great value.
 Highly recommended!”

Head of Internal Communications, Morrisons