Morrisons was looking to put an end to ‘Forecourt Wars’. They wanted to find a way to help their customers save money on fuel, and at the same time encourage loyalty to their brand outside of the supermarket aisle.

The solution was ‘Fuel Savers’, a scheme that encouraged shoppers to purchase gift cards in-store which could be spent like cash in partner retail outlets. For every £10 spent in this way, 1p per litre of fuel could be saved.