Don't bake small rolls
Food In an emotionally charged TV commercial, the Exxtra agency highlights how Migros bread stays fresh from the oven until closing time.
Food With an emotionally charged TV commercial, the Exxtra agency dramatizes the oven-freshness of Migros bread until closing time Fresh bread has the most irresistible smell in the world of food. This was scientifically proven by the Frenchman Louis-Camille Maillard as early as 1912. The reaction of sugar and protein molecules at high temperatures, named after the biochemist, is used by bakers for marketing purposes, enabling them to keep Swiss bread consumption per capita fairly stable at around 52 kilograms per year. Despite changing eating habits and the constantly growing food supply, bread consumption has risen slightly again since the 1990s. Traditional and rustic types of bread are particularly popular with consumers. The Swiss Association of Master Bakers and Confectioners suspects that the retro trend could be a reaction to the characteristic deficiencies of the modern diet, as an expression of a guilty conscience, so to speak.Two strong USPs in competition
Bakers are taking advantage of this fact. To the delight of many bread eaters, they are increasingly reviving old, rustic recipes. In this respect, the wholesalers (around 52% market share) hardly differ from the commercial bakeries, which cover a good 44 percent of bread demand. However, the latter are increasingly trumpeting the USP of a longer fermentation time, which results in a better taste and a longer shelf life.
In order to stand out from the competition and generate footfall, Migros and its 350 bakeries - excluding Jowa - offer oven-fresh bread until closing time, in the sense of "fresher than from the village bakery", explains Exxtra's Client Service Director Michael Gassler. The wholesaler wants to make customers aware of this positioning by aggressively expanding its bread range. Under the name "Création", a new specialty bread will soon be pulled out of the oven every two weeks.
To achieve this, the Exxtra creative team led by CD Dieter Hofmann no longer strained the farmland-and-homeland tonality that resonated in the last commercial with the impressive Hitchcock quote from the birds. "This time, we dramatize the freshness of the bread through an unpretentious story in a bleak urban environment," says Hofmann. The backdrop for the freshly baked commercial is a dreary suburban residential area through which a young boy walks with a loaf of bread under his arm. Suddenly he is surrounded by a horde of children, and before he knows it, they have snatched the bread from his hand. The unexpected twist in the plot: instead of making off with their conquest, the children warm themselves with the bread. After each child has had their portion of warmth, the bread is returned to its owner, who quickly makes his way home. "Fresh bread every day until closing time" is the solution.
Illustrated duo for the TV commercial
The emotions of the story should primarily help to give the Migros bakery a sympathetic and human face - away from the industrial, impersonal large company. "The children support the credibility and honesty of the message," Hofmann is convinced. First and foremost, however, the commercial should be touching. And it achieves this not least thanks to the cinematic realization. Pavel Edelmann, who regularly works behind the camera for Roman Polanski and most recently shot the film "The Pianist", is responsible for the images. The film was directed by L.A.-based Greek director Harry Patramanis, who has already shot many internationally acclaimed commercials and was awarded a Cannes Lion, among other prizes.
In the TV commercial, Migros advertises fresh bread until closing time - it is still so warm from the oven that it even warms cold children's hands.
Bakers are taking advantage of this fact. To the delight of many bread eaters, they are increasingly reviving old, rustic recipes. In this respect, the wholesalers (around 52% market share) hardly differ from the commercial bakeries, which cover a good 44 percent of bread demand. However, the latter are increasingly trumpeting the USP of a longer fermentation time, which results in a better taste and a longer shelf life.
In order to stand out from the competition and generate footfall, Migros and its 350 bakeries - excluding Jowa - offer oven-fresh bread until closing time, in the sense of "fresher than from the village bakery", explains Exxtra's Client Service Director Michael Gassler. The wholesaler wants to make customers aware of this positioning by aggressively expanding its bread range. Under the name "Création", a new specialty bread will soon be pulled out of the oven every two weeks.
To achieve this, the Exxtra creative team led by CD Dieter Hofmann no longer strained the farmland-and-homeland tonality that resonated in the last commercial with the impressive Hitchcock quote from the birds. "This time, we dramatize the freshness of the bread through an unpretentious story in a bleak urban environment," says Hofmann. The backdrop for the freshly baked commercial is a dreary suburban residential area through which a young boy walks with a loaf of bread under his arm. Suddenly he is surrounded by a horde of children, and before he knows it, they have snatched the bread from his hand. The unexpected twist in the plot: instead of making off with their conquest, the children warm themselves with the bread. After each child has had their portion of warmth, the bread is returned to its owner, who quickly makes his way home. "Fresh bread every day until closing time" is the solution.
Illustrated duo for the TV commercial
The emotions of the story should primarily help to give the Migros bakery a sympathetic and human face - away from the industrial, impersonal large company. "The children support the credibility and honesty of the message," Hofmann is convinced. First and foremost, however, the commercial should be touching. And it achieves this not least thanks to the cinematic realization. Pavel Edelmann, who regularly works behind the camera for Roman Polanski and most recently shot the film "The Pianist", is responsible for the images. The film was directed by L.A.-based Greek director Harry Patramanis, who has already shot many internationally acclaimed commercials and was awarded a Cannes Lion, among other prizes.
In the TV commercial, Migros advertises fresh bread until closing time - it is still so warm from the oven that it even warms cold children's hands.
Luca Aloisi
