When rebrands go wrong

(And how to avoid the pitfalls)

Morrisons joins the own-brand battle with M Kitchen revamp

Morrisons is promoting the relaunch of its own brand M Kitchen convenience range with a new TV ad campaign to display its products’ quality.

The ad captures members of the public sampling dishes from the range at a cookery bus roadshow designed to promote the relaunch.

Morrisons kickstarted the marketing for the line at the end of September, when the cookery bus visited Manchester. It is also stopped at locations across the UK, ending in Glasgow on 26 October.

The marketing campaign also includes in-store marketing, online ads, pre-roll video and a blog that will provide customers with recipe tips and advice from Morrisons’ development chefs.

Morrisons is also overhauling the brand’s packaging, adding a new strapline “From our kitchen to yours… with love”. The packaging will include the story of M Kitchen and the role of Morrisons’ chefs in developing the range.

Launched in 2011, the M Kitchen brand is Morrisons’ attempt to take on rivals including Sainsbury’s, Tesco and Waitrose with an own-brand premium convenience range. The firm is focusing on “quality, taste and expertise” to promote the brand.

It is not the only supermarket looking to update and promote its own-brand products this month. Tesco has just relaunched its premium Finest range, unveiling 400 new products and revamped packaging, as well as plans for an ad blitz. That started with a sponsorship of ITV’s Downtown Abbey and will include a multi-media campaign set to launch next week.

Readers' comments (1)

  • I was given small tub of "something" to try in Birmingham's Victoria Square at 11am Sunday.

    Sadly it was something with potato and leek and other ingredients that were named to me. I didn't get to see any packaging nor the product name and the product wasn't very warm.

    Lets hope people trying at a reasonable time on Sunday got to try a hot version and shown what the product package looked like.

    Unsuitable or offensive? Report this comment

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