Maxim's homemade meals

Maxim's seems to have identified a positioning to compete with Cafe De Coral and Fairwood. Homemade meals can be a good positioning potentially but the execution of the ad is rather poor. When we communicate a positioning, we need to spell out the benefit specifically. In this case, be it more healthy (rational) or sharing together (emotional) or both, tying in with the appeal of homemade meals. Also there should be reasons to believe. The obvious selling points may be less oil, no MSG, variety, value for money and so on. All these are missing in the ad while the appearance of Ah So is not adding value at all. She is over-exposed and consumers is confused with what she is endorsing : Towngas ? Park'n Shop ? Swanson's Chicken Broth ? Even I can't remember it right ...