The water in your mouth
Food These days Migros is advertising two new Sélection products. As usual, in the style of a reportage.
Food These days Migros is advertising two new Sélection products. As usual, in the style of a reportage. Migros is adding two new products to its Sélection range just in time for the holidays. This means that spoiled fans can now enjoy oysters from Cancale on the coast of Brittany or drizzle the fine Aceto Balsamico di Modena over their salad. Together with the advertising agency Exxtra Kommunikation, Migros is advertising as usual with harmonious black and white images reminiscent of reportages. The pictures are accompanied by interesting and surprising stories for gourmets. Exxtra Kommunikation tells the independent and long-standing story of each product, which is characterized by its geographical origin and the people behind it. This is how the following amusing oyster story reads:
"Enveloped by the haze of the sea, the silhouette of the Benedictine Abbey of St. Michel stands out against the horizon on some days. And perhaps the Benedictine monks would have thought twice about founding their abbey so close to the Baie de Cancale around the year 966 if they had been aware of the fact that oysters are transsexual. This means that they change sex within a season. Depending on the food supply and water temperature, they are either male or female. But the monks obviously turned a blind eye because they too were so enthusiastic about the oysters from the Baie de Cancale. Enthusiastic like Stephan Alleaume, the passionate breeder who named the best of them Tsarskaya, Tsarina of Oysters."
Aceto Balsamico di Modena is also advertised with a classic look and a little story. The story is about the "sanctuary" of aceto production and is no less entertaining:
"The oldest woman in the family always keeps the key to the Acetaia, of which there is only one. It is therefore closely guarded. It is occasionally lent out, but never to non-family members, who are only allowed into the acetaia when accompanied. The secret of a recipe never leaves the walls of an acetaia anyway: all knowledge about a fine aceto is stored in the minds and noses of the people. Over generations. Incidentally, Giacobazzi's Aceto Balsamico di Modena has been around since the beginning of the Novecento."
The Sélection campaign makes a coherent impression and will be seen in daily newspapers, magazines and special interest magazines. With its new premium lines, the wholesaler wants to appeal to a more affluent clientele and thus achieve better margins for itself.
Migros started with 35 products in the fall of 2005. The range has since been expanded to around 80 products. The Jamon Pata Negra ham is particularly popular with connoisseurs. But the expensive argan oil from Morocco is also appreciated by discerning customers.
Christian Lüscher
"Enveloped by the haze of the sea, the silhouette of the Benedictine Abbey of St. Michel stands out against the horizon on some days. And perhaps the Benedictine monks would have thought twice about founding their abbey so close to the Baie de Cancale around the year 966 if they had been aware of the fact that oysters are transsexual. This means that they change sex within a season. Depending on the food supply and water temperature, they are either male or female. But the monks obviously turned a blind eye because they too were so enthusiastic about the oysters from the Baie de Cancale. Enthusiastic like Stephan Alleaume, the passionate breeder who named the best of them Tsarskaya, Tsarina of Oysters."
Aceto Balsamico di Modena is also advertised with a classic look and a little story. The story is about the "sanctuary" of aceto production and is no less entertaining:
"The oldest woman in the family always keeps the key to the Acetaia, of which there is only one. It is therefore closely guarded. It is occasionally lent out, but never to non-family members, who are only allowed into the acetaia when accompanied. The secret of a recipe never leaves the walls of an acetaia anyway: all knowledge about a fine aceto is stored in the minds and noses of the people. Over generations. Incidentally, Giacobazzi's Aceto Balsamico di Modena has been around since the beginning of the Novecento."
The Sélection campaign makes a coherent impression and will be seen in daily newspapers, magazines and special interest magazines. With its new premium lines, the wholesaler wants to appeal to a more affluent clientele and thus achieve better margins for itself.
Migros started with 35 products in the fall of 2005. The range has since been expanded to around 80 products. The Jamon Pata Negra ham is particularly popular with connoisseurs. But the expensive argan oil from Morocco is also appreciated by discerning customers.
Christian Lüscher
