Cook less, live more
Food: In the growing convenience food market, an Exxtra commercial is intended to raise the profile of the Migros brand Anna’s Best.
Food In the growing convenience food market, an extra spot is intended to raise the profile of the Migros brand Anna's Best.The strongest growth drivers in the food sector remain foods that are healthy and can be prepared quickly, according to a new global study conducted by ACNielsen. While KPMG predicted a growth rate of seven percent in 2003, the trend towards outsourcing household work to the factory appears to have intensified. The expansion seems to be mainly affecting products "onto which emotionally important ideas of health and well-being can be projected", says social and economic historian Jakob Tanner from the University of Zurich. Jane Perrin, Managing Director Global Services and author of the ACNielsen report, sees a high level of acceptance above all "for health-promoting products that taste good and are virtually ready to eat". The experts agree that the convenience food market will continue to grow in the long term. But in Switzerland, it is increasingly up to the retailers, i.e. their fresh food labels, to decide who gets a slice of this cake and how much they get. Consultant Gian Marco Juon sees one reason for this in the brand umbrella, which covers a wide range of products, from freshly squeezed fruit juices to pasta, soups, ethnic food and desserts.
Colorful, stylish imagesIn order to further establish this wide range of products and the positioning "more time to live", the creatives at Migros agency Exxtra designed a commercial focusing on Asian cuisine. CD Dieter Hofmann and director Alberto Colombo drew on the look of the film "In the Mood for Love". In colorful and stylish images, the commercial associates the making of spring rolls with a Chinese short story: instead of looking for fresh vegetables, a mother tries to catch her little daughters; instead of putting everything in hot water, she puts them in the bathtub; and instead of seasoning everything, she sprinkles rose petals in the water as a bath additive.
At the end, the children are wrapped in towels, just as you would normally wrap the vegetable filling in pastry. It is only when the recipe says "heat briefly" that the mother is in the kitchen. The end result, according to the commercial, is the same: fresh spring rolls, just like homemade.
Time management in Chinese in the new Exxtra commercial: Asian specialties from Anna's Best should give you more time for more important things.
Luca Aloisi
Colorful, stylish imagesIn order to further establish this wide range of products and the positioning "more time to live", the creatives at Migros agency Exxtra designed a commercial focusing on Asian cuisine. CD Dieter Hofmann and director Alberto Colombo drew on the look of the film "In the Mood for Love". In colorful and stylish images, the commercial associates the making of spring rolls with a Chinese short story: instead of looking for fresh vegetables, a mother tries to catch her little daughters; instead of putting everything in hot water, she puts them in the bathtub; and instead of seasoning everything, she sprinkles rose petals in the water as a bath additive.
At the end, the children are wrapped in towels, just as you would normally wrap the vegetable filling in pastry. It is only when the recipe says "heat briefly" that the mother is in the kitchen. The end result, according to the commercial, is the same: fresh spring rolls, just like homemade.
Time management in Chinese in the new Exxtra commercial: Asian specialties from Anna's Best should give you more time for more important things.
Luca Aloisi
