New Maxi's brand positioning

Maxi's has aired its new commercial following on the process last year of repositioning the brand, which involved the development of a new corporate identity, new menus and a new store design.

The focus of 2007 was to roll these elements out to the entire network to have a powerful base to grow from. It was this repositioning that was the motivation behind the launch of the new Maxi's brand building commercial to reflect the new strategy.

“We are extremely excited to launch this new TV advert as it aligns perfectly with the new direction that the brand has adopted over the past 12 months,” says Christo Calitz, Maxi's MD.

“When it came down to it, our passion for doing business has always been to give the customer outstanding food and service,” says Calitz. “Maxi's offers customers a wide range of options on its menu and serves large portions of made to order food, offering consumers great value for money. Hence our food had to have centre stage in the commercial.”

The concept took six weeks to finalise and the two day shoot was overseen by food stylist Gail Meredith. Meredith is responsible for all Maxi's menu and in-store point of sale food shots. Paul Thompson directed the commercial, while Red Rocket was the agency responsible for the concept.

Calitz concludes, “We are very excited about the new brand building commercial that will entrench Maxi's in the minds of South African consumers.”

The new commercial's call is: “let's meet at Maxi's.” For more information, go to,www.maxisfood.com.