1) A survey found that 74% of respondents and 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. 2) After Morrisons' poster campaign, awareness of their advertising increased the most compared to other supermarkets like Tesco, Asda, Sainsbury's, and Waitrose. Perceptions of Morrisons among those who saw the posters became more positive. 3) The poster campaign was successful in driving people to say they were more likely to buy a Morrisons ready meal in the next month, with an increase of 33% among ad aware respondents and 17

1. Morrisons
October 2011

2. Campaign information
Environment
Format
5000 Roadside 6 Sheets
Panel Details 500 Rail 6 Sheets

3. Frequency of Buying Ready Meals
74% 84%
of respondents of rail commuters
buy ready meals at buy ready meals at
least once a month 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?

4. Morrisons saw the most significant shift in
advertising awareness from pre to post
72%
Tesco -1%
71%
62% +5%
Asda
65%
53% +23%
Morrisons
65%
53% +4%
Sainsbury’s
55%
47% +19%
Marks & Spencer
56%
32% +3%
Waitrose
33%
Pre Post
Source: Opinium
Which of these brands have you seen or heard advertising for in the past fortnight?

5. Campaign reaction positive amongst poster
recognisers
46%
It makes the food look appealing 50%
49%
It tells me something new about Morrisons 67%
39%
It would encourage me to try the product 46%
41%
The food appeals to me 57%
The celebrity chef endorsement makes the 42%
product more appealing 62%
31%
This advert is relevant to me 67%
I knew straight away that the ad was for 31%
Morrisons 71%
48%
It makes the food look of a very high quality 58%
I would visit their website to find out more 26%
about this new range 31%
15%
It’s not as good as their previous adverts 15%
22%
It’s boring advertising 15%
Pre Post (PR)
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:

6. Posters have shifted positive perceptions
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
Pre
Source: Opinium – Rail Commuters
How well do you think each of the words below describe the brand Post (Poster recognisers)
Morrisons? (1-10)

7. Call to action driven by poster campaign
Post stage
Recognisers
Pre stage
+33% 56%
42% Ad Aware
+17% 49%
Source: Opinium
How likely are you to buy a ready meal from the following supermarkets in the next month? Pre vs Post Poster
recogninsers