Morrisons leads with 'love' in M Kitchen ready meal revamp

Morrisons is launching a television campaign to support the overhaul of its M Kitchen ready meal range, which introduces the "from our kitchen to yours...with love" strapline onto packaging.

Morrisons: rolls out TV campaign for M Kitchen range
Morrisons: rolls out TV campaign for M Kitchen range

The TV activity will emphasises the "quality, taste and expertise" behind the own-label brand. It was filmed at the M Kitchen roadshow, where it shot the public sampling dishes from the range.

The campaign comes as Tesco prepares to extend its advertising for its revamped Finest range, which it describes as "primarily about ready meals".

Tesco has already kicked off the campaign with a sponsorship of ITV’s 'Downton Abbey'. It will support the deal with a multi-media ad campaign by DLKW Lowe in mid-October.

Morrisons is overhauling the M Kitchen packaging to "bring to life the personality" of each cuisine and to introduce new subcategories that will make it easier for customers to navigate the range.

The supermarket has also launched the M Kitchen blog that gives customers a behind-the-scenes look at the kitchen that produces the products. The Bradford-based kitchen is home to a team of chefs including Neil Nugent, Morrisons executive chef of development.

The M Kitchen blog will be updated each week with tips, recipes and features including "The M Kitchen roadshow" and "Delicious steak sauces".

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content