Shake the salad!
Food Anna’s Best’s ready-to-eat product line has not made much of an impression on younger consumers. Two commercials from Exxtra are intended to strengthen the brand and boost sales.
Food The Anna's Best ready-to-eat range has a low profile among younger consumers. Two Exxtra commercials are intended to strengthen the brand and sales.Anna's Best, Migros' convenience food brand and especially its ready-to-cook range, is well established among householders. Its brand profile is surprisingly different among the younger segments and professionals. Although the range of ready-to-eat products appears to be tailored to their needs, an analysis of the Brand Asset Valuator has shown that the more active and urban target groups are less oriented towards a specific brand. Instead, they head for the wide range of sales channels in the take-away sector. Here, where consumers often spontaneously opt for one ready meal or another, providers such as Gourmessa, private labels from other retailers, fast food outlets and kiosks are competing fiercely.Anna's should become the leaderDespite this, those responsible at the Federation of Migros Cooperatives recognize great growth potential in this target group, especially as the broad Anna's Best range with its consumer benefit "More time to live" can easily occupy a top-of-mind position. What the food designers develop should be made palatable to consumers by marketing specialists. In order to anchor Anna's Best as a leader in the fresh convenience product segment, they are focusing on the shake salads in a campaign pars pro toto.
For the target audience with its specific habits and attitudes, the creatives from the commissioned agency Exxtra opted for a cheekier and more unusual implementation: in the two commercials that will be running soon, the simple handling and quick preparation are not dramatized with the usual hand movements or dance interludes. The salad dressing, which is only applied to the lettuce leaves by pressing on a capsule, is shaken in an unusual way.
In a quickly edited film, two young men play around deliciously with the salad packet by catapulting it backwards onto an escalator. The salad prepared in this way returns to the sender, where it is received and eaten with relish. In the other commercial, a young woman has the dressing spread evenly over the salad by shaking a vigorously operated pinball machine. During the preparation, she has enough time to savor the admiring glances of the player. Even if you only come across this kind of serving method in the advertising world, it is likely to stick in the minds of the target audience for precisely this reason.
Crisp salads for young people.
For the target audience with its specific habits and attitudes, the creatives from the commissioned agency Exxtra opted for a cheekier and more unusual implementation: in the two commercials that will be running soon, the simple handling and quick preparation are not dramatized with the usual hand movements or dance interludes. The salad dressing, which is only applied to the lettuce leaves by pressing on a capsule, is shaken in an unusual way.
In a quickly edited film, two young men play around deliciously with the salad packet by catapulting it backwards onto an escalator. The salad prepared in this way returns to the sender, where it is received and eaten with relish. In the other commercial, a young woman has the dressing spread evenly over the salad by shaking a vigorously operated pinball machine. During the preparation, she has enough time to savor the admiring glances of the player. Even if you only come across this kind of serving method in the advertising world, it is likely to stick in the minds of the target audience for precisely this reason.
Crisp salads for young people.
Luca Aloisi
