Morrisons
October 2011
Key Campaign information
Environment/Panels
5000 Roadside
6 Sheets
500 Rail 6
Sheets
Other Media
Key Campaign Objectives
Increase the awareness and
consideration of the M-Kitchen range
amongst ready meal purchasers at
Waitrose and M&S
Drive the perception ‘Morrisons MKitchen’ ready meal range is a premium
brand
Rail key audience for ready meal market
74% 84%
of respondents
buy ready meals at
least once a month
of rail commuters
buy ready meals at
least once a month
Rail commuters were 41% more likely to
buy ready meals at least twice a week
Source: Opinium (Post survey only)
How frequently, if at all, do you consume ready meals?
Morrisons advertising awareness driven by
M Kitchen campaign
72%
71%
Tesco
62%
65%
Asda
53%
Morrisons
65%
53%
55%
Sainsbury’s
47%
Marks & Spencer
Waitrose
56%
32%
33%
Pre
Source: Opinium
Which of these brands have you seen or heard advertising for in the past fortnight?
-1%
+5%
+23%
+4%
+19%
+3%
Post
Seeing the campaign in situ adds to the appeal
of the brand
46%
50%
It makes the food look appealing
49%
It tells me something new about Morrisons
39%
It would encourage me to try the product
46%
The food appeals to me
41%
The celebrity chef endorsement makes the
product more appealing
42%
I knew straight away that the ad was for
Morrisons
62%
67%
31%
71%
48%
It makes the food look of a very high quality
I would visit their website to find out more
about this new range
It’s boring advertising
57%
31%
This advert is relevant to me
It’s not as good as their previous adverts
67%
26%
31%
15%
15%
15%
22%
Pre
Source: Opinium
For the next set of questions please rate how strongly you agree or disagree with the statements based on the
adverts you have seen:
Post (PR)
58%
The outdoor element of the campaign
strengthened perceptions of Morrisons
6.5
5.9
Appealing
Tempting
5.7
6.3
Modern
5.7
6.3
5.0
4.5
Inspiring
5.3
5.5
Interesting
Expensive
5.6
5.1
Premium
Luxurious
6.1
5.5
Innovative
4.4
5.8
6.0
4.5
Pre
Source: Opinium – Rail Commuters
How well do you think each of the words below describe the brand
Morrisons? (1-10)
Post (Poster recognisers)
Campaign strengthened perceptions of the new
M-Kitchen range amongst key rail audience
Morrisons’ new M-Kitchen range
offers restaurant standard recipes
at affordable prices
74%
Morrisons’ M-Kitchen range is
better than convenience meals
offered by other supermarkets’
70%
Morrisons offers convenient
delicious food through its new MKitchen range
55%
Source: Opinium – All adults
Please rate how much you agree or disagree with the following statements about Morrisons
Posters drove likelihood to purchase a ready
meal from Morrisons in the next month
Post stage
Pre stage
42%
+33%
56%
Recognisers
Source: Opinium
How likely are you to buy a ready meal from the following supermarkets in the next month? Pre vs Post Poster
recogninsers
Summary
• Rail key at reaching ready meal
purchasers
• Outdoor contributed to heightened
advertising awareness
• Posters strengthened perceptions
of both the M-Kitchen range and
Morrisons as a whole
• The campaign also drove intended
footfall to Morrisons
Want to find out more?
Contact the JC Decaux research
team to find out how the
campaign performed across other
metrics and more about the rail
audience