A prejudice against prejudices
The retail firm Krieg, Schlupp, Bürge/Springer & Jacoby is promoting the message that Coop is not expensive. Migros is countering with a campaign of its own.
Retailer Krieg, Schlupp, Bürge/Springer & Jacoby communicates that Coop is not expensive. Migros counters with a counter-campaign: "For one less prejudice" is the slogan of KSB/SJ's widespread campaign for its client Coop. The communication is effective. In a first in the history of advertising, Migros countered with a full-page advertisement in the Sunday press. In bold typography, the competitor announced: "Prejudice confirmed: According to K-Tipp, Migros is cheaper." And the small print read: "Contrary to the current Coop advertising campaign, which aims to dispel the prejudice that Coop is more expensive, the latest price comparison by K-Tipp clearly shows that Migros is cheaper after all. And around 10 percent ...." "Our sales growth and the sharp increase in customer footfall in our stores speak for themselves. In addition to achieving price parity with the competition, we are steadily increasing the difference in performance," explained Jürg Peritz to Werbewoche on behalf of Coop. The Head of Marketing also expressed this view on the TV program "Kassensturz". For neutral observers, it should ultimately come down to a neck-and-neck race between Migros and Coop, in which both can play their own trump cards with various products.
The advertising agency KSB/SJ started from the premise: "If you ask people about Coop, there is unanimity. Coop has an extremely varied range, lots of fresh products and people are very satisfied with Coop. However, one prejudice persists: that Coop is expensive." The advertising counters this with the fact that Coop has over 5,000 everyday products that prove the exact opposite. And because these products are not only extremely inexpensive, but also of high quality, everyone should get to know them. The best way to do this is with the help of a large and spectacular campaign in which Coop definitively dispels this prejudice. That's why it ties in with the claim: "For everyone who thinks Coop is expensive. Coop Qualité & Prix. For 5000 times cheap & good."
Around 20 advertisements and poster motifs can now be seen throughout Switzerland. Of course, the topic is also featured in a variety of ways in every Coop. Coop also dispels two completely different prejudices in two really funny TV commercials. Namely, that women can't park. And that men don't talk about their feelings.
Andreas Panzeri
The advertising agency KSB/SJ started from the premise: "If you ask people about Coop, there is unanimity. Coop has an extremely varied range, lots of fresh products and people are very satisfied with Coop. However, one prejudice persists: that Coop is expensive." The advertising counters this with the fact that Coop has over 5,000 everyday products that prove the exact opposite. And because these products are not only extremely inexpensive, but also of high quality, everyone should get to know them. The best way to do this is with the help of a large and spectacular campaign in which Coop definitively dispels this prejudice. That's why it ties in with the claim: "For everyone who thinks Coop is expensive. Coop Qualité & Prix. For 5000 times cheap & good."
Around 20 advertisements and poster motifs can now be seen throughout Switzerland. Of course, the topic is also featured in a variety of ways in every Coop. Coop also dispels two completely different prejudices in two really funny TV commercials. Namely, that women can't park. And that men don't talk about their feelings.
Andreas Panzeri
