Anna's Best cooks for you
The new campaign by Jung von Matt/Limmat for Migros aims to show that, thanks to Anna's Best, you don't have to compromise on enjoyable nutrition.
We all want to eat well and in a balanced way every day, but sometimes we'd rather enjoy the moment than stand in the kitchen. Thanks to Anna's Best, there's no need to choose, because Migros' established convenience brand helps to reconcile everything. A decisive advantage, which is staged in the new campaign by Jung von Matt/Limmat. The agency was able to prevail within a pitch with the long-term central idea.
The long-term guiding idea is underlined with the new claim "Anna's Best cooks for you". To accompany this, the agency has developed a new, emotional visual language that can be specifically adapted to the different demands of the customers.
The first phase of the cross-media campaign is rolled out on TV, OOH, print and digital channels. In one film, a young mother allows herself a little more time with the baby instead of stuffing ravioli. In the other film, a newly in love couple enjoys their time together and prefers to leave the pizza dough kneading to Anna's Best.
But that's not all, because Anna's Best has a perfect menu for really everyone. To discover on Annasbest.ch with the brand new menu suggestions: Whether you prefer to do arts and crafts with the kids today, delve into a new book, or spend the day at the pool, Anna's Best always has the perfect menu suggestion ready and the matching shopping list to go with it. The campaign is rounded off with digital advertising materials. Further implementations of the central idea will follow in the coming months.
Responsible at Migros-Genossenschafts-Bund: Roman Reichelt (Head of Marketing Communications), Nadine Hess (Head of Brand Management & Product Range Profiling), Valentin Haag (Head of Private Label), Stephanie von Allmen (Project Manager Private Label Anna's Best); Marina Frei (Deputy Project Manager Private Label Anna's Best) Anna-Greta Kohli (Project Manager Digital Communication Private Label), Christian Keller (Project Manager Media). Responsible at Jung von Matt/Limmat: Rob Hartmann (Creative Direction), Matthias Fürst, Michelle Danilschenko (Art Direction), Ennio Cadau, Isabel Stenner (Text), Merlin Obrero (Graphic Design), Andrea Braschler (Consulting), Romana Weber (Strategy), Bettina Beyeler, Fabrizio Rutishauser, Pepe Kägi (DTP), Dennis Lück (Chief Creative Officer), Thomas Steiner (Client Service Director). External partners: Production Film: Rosas & Co Films, Nadia Rosasco (Producer), Tommi Berté (Director). Production Print: Per Kasch (Photography People), POP (Post Production People), Lina Baumann (Production Still People), Claudia Linsi (Photography Food), Karin Frey (Styling Food), Lorenz Wahl (Post Production Food). Music: Jingle Jungle.
