morrisons summary
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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