Migros
Recycling knows no competition
On Global Recycling Day, Migros surprised everyone with an unusual campaign: used bags from competitors—rebranded with the iconic orange “M.”
The Challenge
Global Recycling Day takes place every March. But how do you spark a creative conversation about recycling? By daring to do the unexpected: putting the competition’s shopping bags on your own shelves.
The benefit
The campaign demonstrated that reusing works, sparks conversation, and simultaneously raises funds for the environment.
Headline Builder Program
Products included: Creative Breakthrough, Amplification/PR Refiner & Lean Machine
Drop me a line—I’d be happy to reach out personally for an initial conversation.
Lena Altorfer
Director Creative Strategy & Transformation
Although the campaign lasted only one day and was limited to a few stores, it was picked up by several major Swiss media outlets—including Blick, 20 Minuten, and the Tages-Anzeiger. On social media, posts by Migros and Blick together reached over 100,000 people. Without any media budget, this generated widespread attention with an estimated media value of over 280,000 Swiss francs and sent a strong signal for sustainable action.
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Social media contacts
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Estimated media value
