Pulse Group has created an integrated ‘Morrisons Millions’ promotion in what will be the biggest UK supermarket cash giveaway with £2 million given to customers over a two week period.

This integrated campaign from will run across TV, digital media, in-store, press advertising and radio. DLKW developed the above the line support, Candi the digital elements with MEC the behind the media buying and a media partnership.

Every one of Morrisons’ 465 stores will give £100 cash away each day to three randomly selected ticket numbers, with the winners announced the next day in-store and online.

Joe Ward, head of in-store marketing at Morrisons, says: “The great thing about Morrisons Millions is the prize is cash – not vouchers or points – cash in your pocket. It’s a really straight forward and fun promotion with no strings attached and it will give lots of our customers an amount that will make a difference to them just when they need it.”

Mike Spicer, CEO of Pulse Group, says: “Morrisons wanted us to come up with something new and different. In a world of discounting prices we wanted something that would actively engage their customers and give something back. The scale of this campaign is exciting not merely in terms of how much money is being given away, but in the seamless integration of one message, in-store and across multiple channels.”