Good, better, Sélection
Lifestyle Exxtra Kommunikation presents new stories from the gourmet world of the Migros premium brand Sélection. The advertisements are intended to emphasize the authenticity of the products.
Lifestyle Exxtra Kommunikation presents new stories from the gourmet world of the Migros premium brand Sélection.
The new commercial for Migros Sélection immediately puts its audience in the best vacation mood. Black and white, without frills, with atmospheric bouzouki music and informative text inserts about the country and its people, it tells the story of a Migros shopper looking for the best feta in central Greece. As with the previous commercial, in which a shopper searches for the best pasta in Italy, the Exxtra Kommunikation agency has staged this new commercial for the Migros gourmet line like a reportage, with the shopper visiting shepherds who graze their flocks on the coasts of Thessaly. Feta production has a long tradition in this region. The buyer is interested in everything that is important for the quality of a good feta until he has found the right producer. After all, selection is the basic philosophy of the Gourmet line. As the name suggests, Sélection is all about a small but fine range of selected delicacies from all over the world that are characterized by their geographical origin and by the people who make these products.
Underlining authenticityThe concept also works with four new print subjects, which are placed in daily newspapers and selected magazines. Two of them show the origin of smoked Tyrolean wild boar ham. Two others illustrate the environment in which Flor de Sal is produced on the Portuguese Algarve coast.
Consequently, the double and 1/1 pages are also in black and white. The photographs were taken by Dorothea Craven, also in a reportage style, which "is intended to emphasize the authenticity of the products", as CD Dieter Hofmann explains. Reading the texts, which are unusually detailed for advertisements today, you learn a lot of informative and surprising facts about the production of the "salt flower" or about the traditional customs of the hunters who hunt wild boar in the forests of Lower Austria, which is processed into smoked wild boar ham in Tyrol.
A comprehensive pocket guide with illustrations and descriptions of over 150 Sélection products was also reissued to accompany the new campaign. The booklet will be sent to 150,000 addresses from the Cumulus card file as a mailing.
As a fourth element, banners are on air on various websites. These draw attention to a competition in which, among other things, a trip for two to Sicily can be won. This is where the high-quality Sélection olive oil is produced on the Fontanasalsa olive oil estate.
Andreas Panzeri
Facts & FiguresThe Migros Sélection premium line
was able to establish itself as a genuine and credible premium brand within two years with a focused, clear positioning and a differentiated advertising presence that has already won several awards. During this time, brand awareness was increased to 77 percent (supported). Today there are over 150 different Sélection products. Non-food items such as selected beautiful knives, glasses or cutlery and other fine table utensils made of olive wood are also regularly added. The competition launched at Coop somewhat earlier (in December 2004) with the first Swiss gourmet line Fine Food now comprises around 200 products. (pan)
The new commercial for Migros Sélection immediately puts its audience in the best vacation mood. Black and white, without frills, with atmospheric bouzouki music and informative text inserts about the country and its people, it tells the story of a Migros shopper looking for the best feta in central Greece. As with the previous commercial, in which a shopper searches for the best pasta in Italy, the Exxtra Kommunikation agency has staged this new commercial for the Migros gourmet line like a reportage, with the shopper visiting shepherds who graze their flocks on the coasts of Thessaly. Feta production has a long tradition in this region. The buyer is interested in everything that is important for the quality of a good feta until he has found the right producer. After all, selection is the basic philosophy of the Gourmet line. As the name suggests, Sélection is all about a small but fine range of selected delicacies from all over the world that are characterized by their geographical origin and by the people who make these products.
Underlining authenticityThe concept also works with four new print subjects, which are placed in daily newspapers and selected magazines. Two of them show the origin of smoked Tyrolean wild boar ham. Two others illustrate the environment in which Flor de Sal is produced on the Portuguese Algarve coast.
Consequently, the double and 1/1 pages are also in black and white. The photographs were taken by Dorothea Craven, also in a reportage style, which "is intended to emphasize the authenticity of the products", as CD Dieter Hofmann explains. Reading the texts, which are unusually detailed for advertisements today, you learn a lot of informative and surprising facts about the production of the "salt flower" or about the traditional customs of the hunters who hunt wild boar in the forests of Lower Austria, which is processed into smoked wild boar ham in Tyrol.
A comprehensive pocket guide with illustrations and descriptions of over 150 Sélection products was also reissued to accompany the new campaign. The booklet will be sent to 150,000 addresses from the Cumulus card file as a mailing.
As a fourth element, banners are on air on various websites. These draw attention to a competition in which, among other things, a trip for two to Sicily can be won. This is where the high-quality Sélection olive oil is produced on the Fontanasalsa olive oil estate.
Andreas Panzeri
Facts & FiguresThe Migros Sélection premium line
was able to establish itself as a genuine and credible premium brand within two years with a focused, clear positioning and a differentiated advertising presence that has already won several awards. During this time, brand awareness was increased to 77 percent (supported). Today there are over 150 different Sélection products. Non-food items such as selected beautiful knives, glasses or cutlery and other fine table utensils made of olive wood are also regularly added. The competition launched at Coop somewhat earlier (in December 2004) with the first Swiss gourmet line Fine Food now comprises around 200 products. (pan)
