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October 15, 2011
On Saturday 15th October Morrisons will be launching its new “M Kitchen” range of meals with a high profile advertising campaign created by DLKW Lowe.
The campaign kicks off with a 60 second TV advert starring Freddie Flintoff that breaks during X Factor on Saturday 15th October.
Written by creative directors Tom Hudson and Lee Goulding of DLKW Lowe, the advert depicts Freddie at home searching his kitchen for the perfect food to prepare for dinner for his wife Rachel.
As he enters his Kitchen he is transported to the Morrisons development kitchen where he finds four of the UK finest chefs; Aldo Zilli, Atul Kochhar, Pierre Koffman and Nigel Haworth preparing their signature dishes all of which now form part of Morrisons new ‘M Kitchen’ range.
As Freddie meets each of the chefshe addresses them fluently in their first languages, discussing the finer points of each dish in perfect French, Italian, Hindi and finally Lancastrian dialect.
The campaign also includes press, OLA, and outdoor executions.
Morrisons’ M Kitchen range includes 300 restaurant quality meals to enjoy at home. The overhaul has been cooked up by the Morrisons team of restaurant chefs, at the company’s centre of innovation – The M Kitchen – a real working kitchen constructed at the supermarket’s head office.
The transformation is part of a two-year brand review that will also see tiering evolve from the widely-used ‘good-better-best’ model to one based around four consumer needs: to buy conveniently, responsibly, fresh and on a budget.