Unique chips
Snacks: Migros showcases the high quality of its Terra chips.
The relative price insensitivity of the
Convenience consumers also led to a high level of growth in the snack market.
Innovation rate. Despite the acrylamide hysteria, sales of potato chips increased
according to ACNielsen, has risen by around two percent in the last three years to 123
million francs. In recent years, strong impetus has come primarily from
the range of aromas that smell of the warm south or the exotic Orient.
should taste good. But snack fans with traditional
taste preferences were met thanks to a crispier consistency and better
ingredients are increasingly getting their money's worth. The
Migros last summer with the launch of its premium chip brand
Terra reacts.
The "indescribably good" campaign with sample packs on posters
left it up to the testers to find the right words for the actual
special French fries chips. Because of the
production process are lower in fat, extra-thick and look
not only look handmade, they also preserve the authentic
Potato flavor. In the second, recently launched poster campaign
Migros' in-house agency Exxtra underlines the uniqueness of the product
and new also its high quality. As if the beautiful
chip copies have passed the optoelectronic sorting process,
they "glide" over the treadmill and are displayed individually and
numbered. The explanation - "Each chip is unique" - emphasizes this,
that Terra is in a junk food market producing chips for the upmarket.
claims are. In addition, explains consultant Jochen Hennecke, the aim is to
make consumers aware of the fact that the previously small
Terra range with the two seasoning mixes Zesty Tomato and Greco
and that the packaging has been redesigned.
As the reduced-fat potato potato chips are currently the
growth drivers in the product group, Migros expects the
increasing the level of awareness and the innovations in the
Terra range saw a further increase in sales.
Luca Aloisi
