Morrison’s Big Night Out – a real barnstormer

For Morrisons and GroceryAid’s annual fundraiser, they wanted to host an event that felt more relaxed and informal than a traditional black-tie ball. In short, they wanted an event that reflected Morrisons as a brand – down to the relationships with British producers.

So, we reimagined a local British farm and market street, down to the tractor in the yard and the Big Red Barn that hosted the evening’s main proceedings for 1,560 guests. This was a real celebration of Morrisons' heritage of honest farm-produced food and the people that help bring it to the nation.

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Challenge

Now in its third year, we have been bringing Morrison’s Big Night Out together since its inception. And while the core theme hasn’t changed, we’ve been evolving the event every year to make it bigger and better.

Charity dinners have a reputation as glamourous black-tie affairs, Morrison’s and GroceryAid wanted an event that felt more like them. It needed to celebrate the great relationships with farmers, growers and fishermen; feel relaxed and more informal than a traditional gala or ball while still feeling premium; and emphasize the impact that Morrisons can make.

To put it simply, event needed to reflect that ‘Morrisons Make Good Things Happen’ – for the industry, the nation, and for GroceryAid and Marie Curie.

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Solution

We wanted to celebrate everything Morrisons, focusing on its heritage of honest, farm-produced food. So, we brought guests to the farm in a loving homage to the local farmers and producers that Morrisons works with every day.

Guests entered through the Yard and Welcome Alley – an immediate immersion into the Big Night Out event space. Featuring plenty of photo opportunities among the set dressing, from the garden walls and big barndoors to the tractor parked out front, guests were quickly drawn into the event world with a warm welcome.

The Yard led into the Market Street: a traditional market filled with themed bars, tasting stalls from partners and games. With live entertainment and plenty to see and do, this was a relaxed, informal environment for attendees to relax in and enjoy before the barn doors opened ready for dinner.

And what waited behind the big red doors was a real barnstormer. A mix of long sociable tables and intimate circular tables, underneath a canopy of fabric and festoon lights, made for a charmingly rustic dining space. Centrepieces featured a mix of seasonal flowers, trailing ivy and bud vases for an organic, relaxed, yet cohesive display that felt like it had been prepared straight from the garden. Overall, this was an elevated retelling of a good, old-fashioned haybarn knees up.

From creative ideation and execution to on-site delivery and live event management, we made sure that the whole night ran like a well oiled machine.

£1.2m+

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raised for charity

Results

The best thing about Big Night Out, is that guests continue to come out in support of some brilliant causes. In 2026, we welcomed 1,560 guests and 14 sponsors into the Barn for an evening of food, friendship and fun.

The biggest test of any fundraising event is how much it was able to raise for its charities – and Morrisons Big Night Out 2026 was an overwhelming triumph. Guests donated £1,220,535 for GroceryAid and Marie Curie.

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