1. Morrisons October 2011

2. Key Campaign information Environment/Panels Key Campaign Objectives Other Media 5000 Roadside 6 Sheets 500 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

3. 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?

4. Morrisons advertising awareness driven by M Kitchen campaign -1% +5% +23% +4% +19% +3% 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 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. Pre Post (Poster recognisers) Source: Opinium – Rail Commuters How 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

7. 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 adults Please 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

8. 42% 56% +33% Source: Opinium How 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

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