Food for the discerning

Retail Migros wants to spoil its customers in future with the premium Sélection line. In just a few months, it will include over 100 products. Exxtra has developed the campaign.
is changing fundamentally: more and more discount and premium products
end up in their shopping cart, while the middle market is shrinking. 
Several factors have favored this trading up and down trend:
from the higher, freely disposable income to the economic and
social emancipation of women through to greater stress, which the
Acceptance of the shopping motive "I can afford it, and I earn
es" has increased. Especially in the personal care categories,
Jewelry, clothing and comestibles.
After the major distributor Migros has been in the
discount segment, it now also wants to expand into the
strong surge in demand in the upper price band. Here, where the
needs for pleasure, sensuality and identity,
the margins as well as the price are attractive for the
strong growth for years. However, this time Migros is not the
First to implement their premium line strategy: Coop and Manor came
her with Fine Food and Gran Delizia respectively.
Unlike the latter, Migros is now preparing to expand its "luxury" expertise.
not only on the level of the simple packaging design, which is
Külling + Partner. With three of 35 high-quality
products, the Sélection range goes hand in hand with an Exxtra
developed advertising campaign. This will initially have a very
advertising pressure. Only in 2006, when the line has been
products, the package of measures is to be expanded,
explains Stefan Erhart, consultant at Exxtra.

Central: emotional closeness
When developing the advertising idea, the team led by CD Dieter
Hofmann and copywriter Beat Fedier focus less on the technical or
functional, but almost exclusively on the emotional level.
differentiation level. This is because the high value-added demands on
Customers expect quality, authenticity and preparation methods,
which is why it is addressed at an emotional level. And that's what Exxtra does
following models such as Manufactum with a realization in the classic
reportage style, which makes the authenticity credibly comprehensible.
makes. The stylistic device of reportage is used in unaffected motifs from
the origin of the products, with their real producers
caught. The Sélection world is intended to convey honesty and authenticity.
mediate. In other words, it is doing what its competitor Coop has been doing up to now.
finds space in a fanfold: It tells stories about the
Specialties.
On the advertisements, little text provides facts about the product and guides the
The viewer finally arrives at the pack shot of Pata Negra, Scottish
wild salmon or a cheese specialty served in RieslingX-Silvaner
was stored. For the most part, the discerning clientele
known, but not to the average Migros customer, who
also likes to turn everyday life into a holiday. Supported by the
Advertisements with reports in the seasonal kitchen, an original Direct
mailing, a micro-site and a newsletter for in-depth information and
a POS presence with tasting stands. A spot realization is
still under discussion.

Luca Aloisi