Increasing revenues and making profits are any company’s goals, although there’s more to business than that. It pays to serve the community, and customers respect a brand doing their bit to help others. One of our many long-term clients, Morrisons, is doing just that, and we were more than happy to assist them in promoting […]
Published 18th October 2025
Increasing revenues and making profits are any company’s goals, although there’s more to business than that.
It pays to serve the community, and customers respect a brand doing their bit to help others.
One of our many long-term clients, Morrisons, is doing just that, and we were more than happy to assist them in promoting their goodwill.
When the supermarket giant sent their modelling briefs to us for a mother and daughter combination, we immediately gave them some contenders for the role, and they chose first-time models Aashi and Rupail.
The job was to promote the retailer’s “Kid’s Corner” in-store campaign, which is an idea devised by Morrisons in collaboration with Canterbury-based children’s author, Rebecca Smith, who approached Morrisons asking for help to tackle the issues surrounding children’s literacy.
The idea evolved from their “Little Libraries” campaign back in 2021, which Morrisons launched in 2021 in collaboration with Canterbury-based children’s writer, Rebecca Smith, who approached Morrisons asking for help in tackling issues surrounding children’s literacy. Morrisons’s “Little Library” was hugely successful, with customers donating unwanted books for children, teenagers and parents to pick up at no cost, increasing readership throughout youngsters in England, Scotland and Wales.
Following on from free reading material to youngsters, all Morrisons’s 397 cafés nationwide will be kitted out “Kids Activity Stations” in partnership with The National Literacy Trust. These stations will keep children of all ages entertained with activity sheets, crayons, puzzles, games and book swaps – the perfect combination of fun-based learning. There are even child-sized trollies for children to become the main breadwinners in the family!
Additionally, Morrisons continue to promote the Kids Eat Free offer, where families can enjoy a complimentary child’s meal with the purchase of an adult main meal over £5. Is Morrisons the most family-friendly supermarket in the UK? On this evidence, we think that’s an accurate assumption.
What can we – and our readers – take from this assignment?
First, that clients appreciate our efforts to find them the perfect models.
Second, they always come back to us when they are working on their next promotion or advertising campaign. This means that the trust is mutual, and our working relationships remain as solid as they have for more than 30 years.
Third, new-time models that have signed up with us must have realistic expectations. We never guarantee work because that would be insincere (and unrealistic in itself!) on our part, but all models are far more likely to be offered work by joining an agency that’s been operating for years and with one with good reputation.
Fourth, Models Direct commercial models do make a tremendous difference to the hundreds of campaigns we look at every week. Without them, brands simply wouldn’t be able to promote their services, deals and offers to their customer base. And in this case with Morrisons, they wouldn’t have helped increase child literacy as effectively.
So, if you want to make a difference and earn a top model’s fee into the bargain, please submit your details with us and we’ll see what looks and skills you have.