Key Campaign informationEnvironment/Panels Key Campaign Objectives 5000 Roadside 6 Sheets Increase the awareness and 500 Rail 6 consideration of the M-Kitchen range Sheets amongst ready meal purchasers at Waitrose and M&S Drive the perception ‘Morrisons M- Other Media Kitchen’ ready meal range is a premium brand
Rail key audience for ready meal market 74% 84% of respondents of rail commuters buy ready meals buy ready meals at least once a at least once a month month Rail commuters were 41% more likely to buy ready meals at least twice a weekSource: Opinium (Post survey only)How frequently, if at all, do you consume ready meals?
Morrisons advertising awareness driven by M Kitchen campaign 72% Tesco -1% 71% Asda 62% +5% 65% Morrisons 53% +23% 65% Sainsbury’s 53% +4% 55% Marks & Spencer 47% +19% 56% Waitrose 32% +3% 33% Pre PostSource: 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% 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: OpiniumFor the next set of questions please rate how strongly you agree or disagree with the statements based on theadverts you have seen:
The outdoor element of the campaign strengthened perceptions of Morrisons 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 PreSource: Opinium – Rail CommutersHow well do you think each of the words below describe the Post (Poster recognisers)brand Morrisons? (1-10)
Campaign strengthened perceptions of the new M-Kitchen range amongst key rail audience Morrisons’ new M-Kitchen range offers restaurant standard recipes 74% at affordable prices Morrisons’ M-Kitchen range is better than convenience meals 70% offered by other supermarkets’ Morrisons offers convenient delicious food through its new M- 55% Kitchen rangeSource: Opinium – All adultsPlease 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% Recogniser sSource: OpiniumHow likely are you to buy a ready meal from the following supermarkets in the next month? Pre vs Post Posterrecogninsers
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 researchteam to find out how the campaignperformed across other metricsand more about the rail audience