Noble - and still cheap
Food Denner also has a premium brand on offer for the Christmas season.
Food Denner also has a premium brand on offer for the Christmas season.
Consumers are in high spirits in December. Especially when it comes to upscale Christmas treats. Denner has therefore launched a private label line in the premium segment for gourmets. The discounter now offers selected delicacies at attractive prices. Gourmets can find "Brie filled with truffle butter", "Handmade Fettuccine Artigianali" and "Pata Negra" for little money. The range comprises 23 products for everyday enjoyment, 14 from the food sector and the rest from the fresh food sector. The premium brand was developed by Rod Kommunikation and graphic designer Brigitte Rüegg. In a first step, the creatives designed 25 products for the new premium line. To promote the luxury brand, the ViznerBorel agency is once again positioning the retailer as the Robin Hood of consumers. A discount etiquette campaign based on the motto "Life is too short for expensive delicacies" is intended to sensitize shoppers to the new products. The advice campaign includes rules such as "Enjoy like a prince and pay like a beggar" or "You can recognize first-class food by its taste, not its price". The national advertising campaign includes adverts, carrier ads with the discount etiquette as an insert and POS communication.
Premium products are in vogue in Switzerland and are driving sales: Migros and Coop have been successfully selling their own brands such as Sélection (Migros) and Fine Food (Coop) for some time. At Coop, sales figures for Fine Food have almost doubled to CHF 80 million this year compared to 2006. Migros is keeping a low profile when it comes to concrete figures. However, sales have increased significantly.
And what about the direct discount competitor Aldi? It has not yet launched a luxury brand. Instead of following suit with a luxury line, the German retailer is rigorously expanding its product range. The range - we are talking about everyday goods - has been expanded from 700 to over 800 items.
Christian Lüscher
Consumers are in high spirits in December. Especially when it comes to upscale Christmas treats. Denner has therefore launched a private label line in the premium segment for gourmets. The discounter now offers selected delicacies at attractive prices. Gourmets can find "Brie filled with truffle butter", "Handmade Fettuccine Artigianali" and "Pata Negra" for little money. The range comprises 23 products for everyday enjoyment, 14 from the food sector and the rest from the fresh food sector. The premium brand was developed by Rod Kommunikation and graphic designer Brigitte Rüegg. In a first step, the creatives designed 25 products for the new premium line. To promote the luxury brand, the ViznerBorel agency is once again positioning the retailer as the Robin Hood of consumers. A discount etiquette campaign based on the motto "Life is too short for expensive delicacies" is intended to sensitize shoppers to the new products. The advice campaign includes rules such as "Enjoy like a prince and pay like a beggar" or "You can recognize first-class food by its taste, not its price". The national advertising campaign includes adverts, carrier ads with the discount etiquette as an insert and POS communication.
Premium products are in vogue in Switzerland and are driving sales: Migros and Coop have been successfully selling their own brands such as Sélection (Migros) and Fine Food (Coop) for some time. At Coop, sales figures for Fine Food have almost doubled to CHF 80 million this year compared to 2006. Migros is keeping a low profile when it comes to concrete figures. However, sales have increased significantly.
And what about the direct discount competitor Aldi? It has not yet launched a luxury brand. Instead of following suit with a luxury line, the German retailer is rigorously expanding its product range. The range - we are talking about everyday goods - has been expanded from 700 to over 800 items.
Christian Lüscher
