Marketing agency Live & Breathe has been appointed by Morrisons to help with its new fresh foods pilot.

The supermarket chain is trialling new ways of promoting and selling fresh produce at its Kirkstall store in Leeds.

So it has hired Live & Breathe to create "striking and engaging communications that will help change customers' perceptions of Morrisons' fresh food credentials".

The agency said it was working to bring a "modern, contemporary" feel to the supermarket's fresh food offer.

So traditional in-store promotional messages have been replaced by more arresting statements such as "we're control freaks" and "you'll like it or else" for Morrisons' butchers.

Such statements are designed to prompt customers to ask the butchers about how they manage their meat supply from farm to fork.

Fresh fruit and vegetables are displayed where possible in market-style open containers, together with details of provenance, to draw shoppers in with their bold colours and textures.

Chalkboards featuring photographs and names are being used to promote Morrisons' professional fishmongers, bakers and butchers.

Kenny Cox, Live & Breathe group account director, said: "Part of the excitement of being involved in a pilot of this kind is that everything is up for grabs and experimentation is the name of the game. We are constantly adapting and fine-tuning the concept in line with learnings as we go along."

Live & Breathe has been working on the project with Montana Vistas, an American fresh food merchandising company.