Migros
100 years. A thank you.
100 Years of Migros: An anniversary turned into a year-long expression of gratitude to Switzerland.
The Challenge
In 2025, Migros turned 100—an anniversary of national significance. After all, the retailer’s history is inextricably linked to Switzerland. We were looking for an idea that would do justice to this unique relationship and could be applied across all touchpoints for an entire year. Instead of merely looking back nostalgically, Migros needed to demonstrate its relevance to today’s generation—not through self-congratulation, but by showing warmth, humor, and gratitude.
The Benefits
Wirz turned Migros’ anniversary year into a grand expression of gratitude—and rebranded Migros for an entire year: Migros became Merci. A powerful gesture of humility and appreciation toward Switzerland. Through films, posters, campaigns, and events, a consistent brand experience was created that could be experienced at every touchpoint.
Brand Experience Program
Products included: Creative Capital Engine, Creative Breakthrough, Campaign Refiner & Creative Factory
Drop me a line—I’d be happy to reach out personally for an initial conversation.
Florian Avdic
Chief Strategy Officer
The Result
The campaign achieved enormous media reach, sparked nationwide dialogue, and kept the anniversary in the spotlight. Whether employees, customers, partners, or competitors: just like Migros itself, the campaign became a collaborative project—supported and shaped by the whole of Switzerland.
