Well barked, Asco
Petfood Every fourth dog is fed the Migros brand Asco - usually unknowingly. Exxtra aims to make it better known to dog owners.
Petfood Every fourth dog is fed the Migros brand Asco - usually unknowingly. Exxtra aims to make it better known to dog owners.
The dog population in Switzerland has been shrinking for several years and now numbers 490000. Sales in the food market are declining accordingly. While some manufacturers have responded to this and to the increased importance of the animal family member by introducing high-margin specialty food, which has slightly weakened the retail trade compared to specialist retailers, others have pushed down average prices with aggressively priced hard discount products.Despite these changes, the Migros brand Asco has remained the best-selling dog food in Switzerland in terms of volume. However, the pleasing figures are offset by sobering passive brand awareness: The brand is virtually unknown. In the Brand Asset Valuator brand study, which will be published in three weeks' time, Asco falls far behind. A wasted leadership position. Migros now wants to conquer this position by upgrading Asco to a strategic own brand and substantially increasing its advertising budget.
A new campaign is aimed at dog owners who are quality and price-conscious when buying dog food. The Exxtra team led by CD Dieter Hofmann is doing this with a TV commercial that is different from the classic implementations in this product category. One reason for this was that Asco had not been advertised for a long time and first had to establish a face that clearly stood out from the competition.
It is not the composition, the effect or the price of the food and its ingredients that are advertised. Rather, the hook is its popularity, which has led to the claim "Asco. There's something in it". In the commercial, a small mongrel rearranges an entire living room so that his tired master can enjoy a special view from the window in the evening: Parked outside is a van with a large depiction of a dog's bowl and the Asco claim. The charm of the story is underlined by the perfectly chosen soundtrack: Lee Dorsey's 60s hit "Working in a Cole Mine". In addition to the commercial and reminder, various accompanying measures such as a dog magazine and PR are planned.
So that the master knows what is good for the good dog: a clear view of Asco.
Luca Aloisi
The dog population in Switzerland has been shrinking for several years and now numbers 490000. Sales in the food market are declining accordingly. While some manufacturers have responded to this and to the increased importance of the animal family member by introducing high-margin specialty food, which has slightly weakened the retail trade compared to specialist retailers, others have pushed down average prices with aggressively priced hard discount products.Despite these changes, the Migros brand Asco has remained the best-selling dog food in Switzerland in terms of volume. However, the pleasing figures are offset by sobering passive brand awareness: The brand is virtually unknown. In the Brand Asset Valuator brand study, which will be published in three weeks' time, Asco falls far behind. A wasted leadership position. Migros now wants to conquer this position by upgrading Asco to a strategic own brand and substantially increasing its advertising budget.
A new campaign is aimed at dog owners who are quality and price-conscious when buying dog food. The Exxtra team led by CD Dieter Hofmann is doing this with a TV commercial that is different from the classic implementations in this product category. One reason for this was that Asco had not been advertised for a long time and first had to establish a face that clearly stood out from the competition.
It is not the composition, the effect or the price of the food and its ingredients that are advertised. Rather, the hook is its popularity, which has led to the claim "Asco. There's something in it". In the commercial, a small mongrel rearranges an entire living room so that his tired master can enjoy a special view from the window in the evening: Parked outside is a van with a large depiction of a dog's bowl and the Asco claim. The charm of the story is underlined by the perfectly chosen soundtrack: Lee Dorsey's 60s hit "Working in a Cole Mine". In addition to the commercial and reminder, various accompanying measures such as a dog magazine and PR are planned.
So that the master knows what is good for the good dog: a clear view of Asco.
Luca Aloisi
