Last week our Morrisons team targeted the national news desks to unveil that the supermarket giant will be offering one of the world’s most luxurious and expensive cuts of steak – the Chateaubriand – but for a fraction of the price seen at upmarket steak houses.

At a time when the news agenda is cluttered with romantically themed stories, we needed to ensure our story was compelling enough to achieve cut-through.

Chateaubriand is widely regarded as being the finest cut of beef, so our story simply led with a value proposition - the 450g steak will serve two people for a wallet-friendly £15, versus £60 in a top restaurant – so 300% more than the Morrisons offer.

We achieved over 30 pieces of print and online editorial, in titles including: Sunday Mirror – “Valentine's supermarket meal deal wars”; Mirror Online – “Supermarket chain Morrisons is selling luxury Chateaubriand steaks for just £15 for Valentine's Day”; The Sun Online – “POSH NOSH DEAL: Morrisons to sell luxury Chateaubriand steak for £15 – a quarter of the restaurant price”.

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