FABRIC SOCIAL Wins Morrisons Social Media Account

FABRIC SOCIAL is now Morrisons' social agency of record following a competitive pitch. The London-based independent takes over social media duties for the UK supermarket chain.

Morrisons operates 497 stores across the UK and reported £18.7 billion in revenue for fiscal 2024. The brand has run social campaigns across Instagram, TikTok, and Facebook, with previous work focusing on value messaging and seasonal promotions.

FABRIC SOCIAL launched in 2020 and specializes in social-first creative. The agency's client roster includes Lego, Unilever, and PepsiCo brands. The shop operates with a 45-person team split between London and New York.

The pitch involved multiple agencies. Morrisons previously worked with several shops on social creative, though no single agency held the social agency of record title before this appointment.

The win marks FABRIC SOCIAL's largest UK grocery account. Supermarket social media has become increasingly competitive as chains battle for younger shoppers on TikTok and Instagram. Tesco, Sainsbury's, and Aldi have all expanded their social presence in the past 18 months.

FABRIC SOCIAL will handle creative strategy, content production, and community management across Morrisons' social channels. Work begins in April 2026.

The agency did not disclose contract value or term length.