Morrisons

October 2011

Key Campaign information

Environment/Panels Key Campaign Objectives

Other Media

5000 Roadside 6 Sheets500 Rail 6 Sheets

Increase the awareness and consideration of the M-Kitchen range amongst ready meal purchasers at Waitrose and M&S

Drive the perception ‘Morrisons M-Kitchen’ ready meal range is a premium brand

Rail key audience for ready meal market

74% of respondents buy

ready meals at least once a month

84% 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%

62%

53%

53%

47%

32%

71%

65%

65%

55%

56%

33%

Tesco

Asda

Morrisons

Sainsbury’s

Marks & Spencer

Waitrose

Pre Post

-1%

+5%

+23%

+4%

+19%

+3%

Source: OpiniumWhich of these brands have you seen or heard advertising for in the past fortnight?

Seeing the campaign in situ adds to the appeal of the brand

46%

49%

39%

41%

42%

31%

31%

48%

26%

15%

22%

50%

67%

46%

57%

62%

67%

71%

58%

31%

15%

15%

It makes the food look appealing

It tells me something new about Morrisons

It would encourage me to try the product

The food appeals to me

The celebrity chef endorsement makes theproduct more appealing

This advert is relevant to me

I knew straight away that the ad was forMorrisons

It makes the food look of a very high quality

I would visit their website to find out moreabout this new range

It’s not as good as their previous adverts

It’s boring advertising

Pre Post (PR)

Source: OpiniumFor the next set of questions please rate how strongly you agree or disagree with the statements based on the adverts you have seen:

Pre

Post (Poster recognisers)Source: Opinium – Rail CommutersHow well do you think each of the words below describe the brand Morrisons? (1-10)

Appealing 5.9 6.5

Tempting 5.7 6.3

Modern 5.7 6.3

Innovative 5.5 6.1

Premium 5.1 5.6

Luxurious 4.5 5.0

Inspiring 5.3 5.8

Interesting 5.5 6.0

Expensive 4.4 4.5

The outdoor element of the campaign strengthened perceptions of Morrisons

Morrisons’ new M-Kitchen range offers restaurant standard recipes

at affordable prices

Morrisons’ M-Kitchen range is better than convenience meals offered by other supermarkets’

Morrisons offers convenient delicious food through its new M-

Kitchen range

Source: Opinium – All adultsPlease rate how much you agree or disagree with the following statements about Morrisons

74%

70%

55%

Campaign strengthened perceptions of the new M-Kitchen range amongst key rail audience

42% 56%+33%

Source: OpiniumHow likely are you to buy a ready meal from the following supermarkets in the next month? Pre vs Post Poster recogninsers

Posters drove likelihood to purchase a ready meal from Morrisons in the next month

Pre stage

Recognisers

Post stage

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