Morrisons Media Group is expanding its advertising proposition to approximately 1,700 Morrisons convenience stores, giving FMCG manufacturers and suppliers a single route to plan campaigns across both smaller local outlets and full-size supermarkets.

The UK retailer announced the change on 11 November 2026. It said convenience activity would be integrated into the wider Morrisons Media Group (MMG) offer, with planning, customer insights and account support adapted to the different ways shoppers use local stores.

The announcement matters to suppliers because a campaign built around a weekly supermarket shop may not suit a commuter buying lunch, a shopper collecting a few missing ingredients or someone making an unplanned evening purchase. Morrisons is explicitly offering different approaches across its formats rather than a uniform national campaign.

MMG will provide a consistent commercial point of contact for suppliers seeking to work across the two channels. Its expanded proposition combines Morrisons’ retailer data and knowledge of store operations with retail-media specialist SMG’s capabilities.

Supplier planning can use insights drawn from MoreViu, Morrisons’ first-party customer data ecosystem. The company says these insights will inform campaign decisions around shoppers’ needs and suppliers’ commercial objectives. It has not announced a guaranteed sales uplift, a fixed rate card or an audited return-on-ad-spend benchmark for the convenience extension.

The commercial opportunity is substantial. Morrisons cited IGD’s projection that the UK convenience market will rise from £49.2 billion in 2025 to £56.2 billion in 2030. That is a forecast for the wider sector, not a forecast of revenue generated by Morrisons’ media business.

Morrisons also cited Lumina Intelligence findings showing convenience shopping visits up 5% year on year while the number of products purchased per trip declined 7%. The pairing is important: more trips do not necessarily produce larger baskets. Suppliers trying to increase product visibility need to think about impulse purchases, time of day, availability and the reasons shoppers enter each store.

Steve Newbould, head of commercial data and media at MMG, said the expansion would help brands reach customers shopping for different reasons across the estate. The retailer’s message is that convenience requires its own planning, while remaining connected to broader marketing programmes.

For supermarket buyers, the development creates another way for manufacturers to support launches, promotions and category visibility. For brands, the practical questions include which stores carry a product, whether campaigns can be measured consistently between formats and how promotional activity relates to actual availability on shelf.

The model also highlights a wider movement in grocery retail media, where supermarket operators are using their shopper relationships and store networks to offer advertising opportunities alongside traditional product listings and trade promotions.

Convenience media is not the same as supermarket media on a smaller screen. Campaigns may need to account for neighbourhood demographics, shopping frequency, single-item missions and the shorter period a customer spends in store. MMG has said it will tailor its approach but has not specified a universal suite of in-store advertising hardware or confirmed that every site will use identical formats.

Morrisons’ expansion comes as UK retailers compete for manufacturers’ marketing budgets across websites, loyalty programmes, stores and off-site channels. Its first-party insights could support more relevant planning, although suppliers will still need to evaluate costs, incremental sales and the extent to which campaigns reach shoppers beyond existing customers.

The announcement also builds on how UK supermarket technology is changing the relationship between retailers and suppliers, with customer data increasingly informing marketing decisions rather than merchandising alone.

Morrisons has not disclosed a separate revenue target or complete deployment timetable for the new convenience offer. The next measure of progress will be how the retailer turns a larger network into campaigns suppliers can buy, assess and repeat across stores with different shopping patterns.

Editor’s Note: Reporting is based on the Morrisons Media Group announcement dated 11 November 2026. The market-size and shopper-behaviour figures are third-party research quoted by Morrisons; no unannounced financial outcomes or media performance figures are assumed.