Morrisons has launched a new in-store product sampling and experiential programme that has been tailored for the needs of suppliers.

The Morrisons Live programme, which went live last month, creates in-store brand campaigns for suppliers, as well as help them to identify store locations that are best suited to their offering and deliver post-campaign summary reports.  New fully equipped product sampling stands are also being introduced to stores.

Brand activation agency N2O won the right to run the new Morrisons Live programme, with the contract previously held by agency Merchandising Sales Force. N2O will staff and manage the campaigns and activations, which will take place within stores across the country.

Liam Dixon, Group Account Director at N2O, said: “The sampling channel is the ideal medium for brands to reach Morrisons shoppers at the point of purchase. With Morrisons Live, we can now speak to customers in a relevant and brand-friendly way.”

Announcing the new programme, Morrisons stated: "We've listened to your feedback and have re-evaluated what sampling and experiential marketing should look like in a world class retailer in 2015. Each element of the new service has been carefully considered and optimised to maximise the effectiveness of in store activity.”