Fresh from the freezer
Food Migros is continuing its freshness campaign with a TV commercial. This time, the focus is on its frozen food lineup.
Food Migros is continuing its freshness offensive with a TV commercial. This time in the frozen food range. It is well known that opinions are divided about frozen food. Some like it because it is quick to prepare with little effort. Others, on the other hand, use it to drive away guests that they want to get rid of quickly. In Switzerland, a country of gourmets, frozen products are cool, but not in great demand. People prefer fresh and organic. Because the quality of ready meals is underestimated up and down the country, Migros is launching a new campaign together with the advertising agency Exxtra Kommunikation. It aims to strengthen Migros' leading position in the frozen food sector. Exxtra Kommunikation produced a TV commercial for the retail giant. Director Gus Filgate stages an everyday scene in a professional kitchen.
The picture freezes abruptlyA lot of hard work goes on. Fresh products from Migros are prepared with the utmost care, precision and speed. Mussels here, a juicy steak here and sweet berries there. The vegetables are fresh and colorful. Suddenly, however, the visual delights come to an end. The music also stops playing. In the middle of the scene, the image freezes abruptly - a metaphor for the production of frozen products. A voice explains: "Almost everything that's fresh at Migros is also available frozen."
Migros is the market leader for frozen products in Switzerland and offers the largest selection in the country. According to a survey, however, consumers are not sufficiently aware of the breadth of the product range. The TV commercial aims to pick up the consumer where Migros has its core competence: The range of fresh products. Migros offers over 650 products in its frozen range.
Christian Lüscher
The picture freezes abruptlyA lot of hard work goes on. Fresh products from Migros are prepared with the utmost care, precision and speed. Mussels here, a juicy steak here and sweet berries there. The vegetables are fresh and colorful. Suddenly, however, the visual delights come to an end. The music also stops playing. In the middle of the scene, the image freezes abruptly - a metaphor for the production of frozen products. A voice explains: "Almost everything that's fresh at Migros is also available frozen."
Migros is the market leader for frozen products in Switzerland and offers the largest selection in the country. According to a survey, however, consumers are not sufficiently aware of the breadth of the product range. The TV commercial aims to pick up the consumer where Migros has its core competence: The range of fresh products. Migros offers over 650 products in its frozen range.
Christian Lüscher
