In October 2014, Morrisons launched a new loyalty card scheme with the intention of price matching Lidl, something no major supermarket had done before. TBWA\London had to let the public know that getting these prices wasn't quite as simple as Morrisons were making out. They created a long copy ad that gave customers a choice: navigate the extensive terms and conditions and laborious technical loopholes to shop with the only major supermarket to come close to Lidl's prices. Or just go to Lidl.
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