Pleasure comes before line extension
Food Migros’ Léger line isn’t just meant to appeal to those watching their weight. Exxtra highlights the enjoyment of the food in a new commercial.
Food Migros' Léger line is not just for the line-conscious. Exxtra is emphasizing indulgence with a new commercial: low-fat foods are not very popular with gourmets. What makes low-fat products lighter also makes it more difficult for them to access this large, rather older segment, which misses "the full taste". Previous campaigns for the Léger line, launched in 2001, did not counteract the problem, but conveyed the message that heavy food can have unpleasant consequences and tried to give the umbrella brand emotional values. Although the new Exxtra TV commercial also reinforces the message "For indulgence without remorse", the new implementation has another goal: the line extension of the brand. In addition to the dairy product range, cold cuts, dressings, cake and puff pastry as well as meat products are now also on offer.
Exxtra positions the Léger product in the pleasant setting of a wedding. The bride makes a cheerful and open-minded impression, while the slightly inebriated groom has already committed a few faux pas. He makes faces in the official wedding picture, knocks a full serving tray off the banister or whistles in the direction of his bride so that she should follow him into the bedchamber. Embarrassed, she turns away and enjoys what the banquet - sometimes Léger products - has to offer. She is not even dissuaded by the clear signs to follow the groom to the bedroom.
After a while, when the guests have left the wedding and the waiters are clearing away the last of the leftovers, the woman is seen sitting alone at the table, quietly enjoying her cheese dessert. The commercial ends with the statement "It's good if you can eat a little more sometimes."
The lightness of being: Exxtra lets the bride enjoy Léger cheese instead of her newlyweds.
Luca Aloisi
Exxtra positions the Léger product in the pleasant setting of a wedding. The bride makes a cheerful and open-minded impression, while the slightly inebriated groom has already committed a few faux pas. He makes faces in the official wedding picture, knocks a full serving tray off the banister or whistles in the direction of his bride so that she should follow him into the bedchamber. Embarrassed, she turns away and enjoys what the banquet - sometimes Léger products - has to offer. She is not even dissuaded by the clear signs to follow the groom to the bedroom.
After a while, when the guests have left the wedding and the waiters are clearing away the last of the leftovers, the woman is seen sitting alone at the table, quietly enjoying her cheese dessert. The commercial ends with the statement "It's good if you can eat a little more sometimes."
The lightness of being: Exxtra lets the bride enjoy Léger cheese instead of her newlyweds.
Luca Aloisi
