Save time with Anna
Food: With two advertising campaigns, Exxtra is creating a brand umbrella for convenience food leader Anna’s Best.
have taken a liking to Swiss consumers. According to
market research institute AC Nielsen, acceptance and sales are constantly
Rise. The more multitasking becomes the norm, the more likely it is that
seemingly cumbersome tasks are outsourced to save valuable time for
mentally more exciting activities. And the modern
People prefer to prepare meals. So the
manufacturers are offering an increasingly wide range of products for all possible
lifestyles, household and wallet sizes, from the exotic to the
to dietary foods.
As extensive as the range of convenience products is, as
their benefits and features are different from the
manufacturers and distributors in advertising. Hardly any
other brand has remained as true to its positioning over the years as
Anna's Best from Migros with the concept that is expressed in the brand claim "More
Time to live". With success: according to Nielsen figures
Anna's Best has been the best-selling convenience brand for several years.
Switzerland.
The continuous improvement of the
product innovations, according to Exxtra consultant Gian Marco Juon.
This is also exemplified by the
India line, which complements the range of almost 400 Anna's Best products with
six new ready meals and a drink. In March
In 2006, the line, which has since been further expanded, was
Trophy with silver.
Representative of the entire oriental specialty line is
now the new lentil soup Delhi Dal Shorba with a new TV commercial
advertised. The aim of the advertising campaign is to raise awareness of the
of the brand and consolidate its leading position in the market.
"It is particularly important to appeal to women in their 30s",
Juon defines the primary target group. Parallel to the TV appearance
Exxtra also launched a print and poster campaign, but the
recently launched Hot-Snack snack line and promotes a
to appeal to a younger audience. With the result that the
diverse presence on the advertising channels the breadth of the product range
- from curry soup to focaccia.
Accordingly, the dramatization and
Tonality of the two lines. Here is the India product for which CD Dieter
Hofmann and director Alberto Colombo developed the advertising idea for last year's
spots and the semantic context around the world of wellness.
extended. In stylish images, the film shows a young, Indian
looking woman who prepares a soup and at the same time a little
relaxation. Parallel to her actions - pouring scented oil into a
Drizzle clay pots, pour in water for a steam bath, add a
Applying a face mask - describes the voice-over metaphorically
Activities that clearly relate to cooking. The
The discrepancy between image and word is resolved at the end when the
The woman serves the soup on a plate.
A very clean, striking implementation for linking
Hofmann and AD Grischa Rubinick are responsible for time savings and catering at
the print motifs. Here are the "slightly" modified ones,
target group-relevant kitchen appliances to leisure activities for which
you should have more time thanks to Anna's Best: Sports, television or
Clubbing. Wonderfully incidental: the consideration of the time as a
Detail for the modern daily routine.
Luca Aloisi
