The document summarizes a Morrisons advertising campaign using roadside panels and rail posters to promote their M-Kitchen ready meal range. The objectives were to increase awareness of M-Kitchen amongst competitors' customers and position it as a premium brand. Research showed rail commuters frequently buy ready meals and were more likely targets. The campaign increased advertising awareness and strengthened perceptions of M-Kitchen and Morrisons as premium. It also drove intended purchases of Morrisons ready meals in the following month, particularly among those who saw the posters.

1. Morrisons
October 2011

2. Key Campaign information
Environment/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

3. 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 week
Source: Opinium (Post survey only)
How frequently, if at all, do you consume ready meals?

4. 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 Post
Source: Opinium
Which of these brands have you seen or heard advertising for in the past fortnight?

5. 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: 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. 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
Pre
Source: Opinium – Rail Commuters
How well do you think each of the words below describe the Post (Poster recognisers)
brand Morrisons? (1-10)

7. 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 range
Source: Opinium – All adults
Please rate how much you agree or disagree with the following statements about Morrisons

8. Posters drove likelihood to purchase a ready
meal from Morrisons in the next month
Post stage
Pre stage
42% +33% 56%
Recogniser
s
Source: Opinium
How likely are you to buy a ready meal from the following supermarkets in the next month? Pre vs Post Poster
recogninsers

9. 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

10. 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