Morrisons M Kitchen
Client: Morrisons
Discipline(s): Retail & Shopper , Live Media
Ideas Matter
Morrisons developed a unique food partnership with 5 leading UK chefs as part of its meal solutions range, M Kitchen. Bryn Williams, Nigel Haworth, Aldo Zilli, Atul Kochar and Pierre Koffman have all worked on part of the rebrand.
To support the launch, we developed an unbranded pop-up Bistro just off Regent Street, fronted by the five chefs, called The Kitchen. Diners were served a variety of dishes, unknown to them that it was straight from a packet. Once diners had given feedback, consumers were told that Morrisons were behind the stunt.
Results Matter
Project live Q3 & 4 2011. Neil Nugent, Executive Chef at Morrisons, commented ‘The Kitchen has been an incredible experiment with 81% of diners saying they would pay more than £30 for their food and 81% rating it as ‘Excellent’. We’ve achieved our goal of demonstrating you can have restaurant quality food to enjoy easily at home’.
