Morrisons award-winning digital magazine

Morrisons is one of the top four supermarkets, and the first to launch an iPad version of their magazine in the UK. My responsibility was to transform their free monthly print magazine into an engaging interactive HTML5 magazine experience, accessible for desktop, iPhone and iPad. It quickly became an essential part of Morrisons’ marketing mix and went on to become Britain’s most read bi-monthly women's title with a readership of 4.3M.

Content created included photography, video, advertorials, delicious recipes, offers, inspiration and more.


Unique web users
+ 0 M
App downloads
+ 0 K
Email open rate
+ 0 %


The ‘Morrisons Mealplanner’ was intended to harness the recipe content created each month. It comprised of searchable index of recipes built into the magazine that enabled users to make a shopping list whilst browsing. A working prototype was created with the developers of the bespoke CMS. This was then tested, modified and finally integrated into the magazine to coincide with Morrisons' long awaited move into online retailing.



The magazine is optimised for Google (SEO), allowing for better results in search engines and thus more organic traffic.


Digital Customer Magazine of the Year 2013