Also good. Only cheaper.

In their new campaign, Migros and Wirz compare Migros products with their counterparts from brand manufacturers and draw a simple conclusion: Migros products are also good. Only cheaper.

28. May 2024

Affordable shopping without compromising on quality: This is what Migros has stood for since day one. This is still possible today thanks to the retailer's popular own brands. Their high quality makes them an affordable but equally good alternative to comparable branded products. It is precisely this fact that Migros and Wirz are focusing on in the new campaign for Migros products.

Same same. But cheaper.
Ketchup is made from tomatoes, cleaning products clean, sunscreen can be sprayed on: the subjects play tongue-in-cheek with the fact that the benefits and content of branded and Migros products are basically the same - but not the price. The visual implementation also points out the similarities between the products with packshot combinations that are only separated by a tear. Rémy Müller, Head of Marketing & Communication at Migros, sees the campaign as consumer information with a twinkle in his eye: “We are not devaluing one product or the other. But we are pointing out the price difference.”

Brand world vs. down-to-earth attitude
Migros' down-to-earth attitude also clashes with the advertising clichés of branded products in the moving image. “It's important that you can feel the closeness of the Migros brand to the people. Migros is not aloof, but offers quality at a good price. This is in its DNA,” explains Executive Creative Director Lorenz Clormann.

Typical Migros
The campaign is price communication. But it also underpins Migros' promise and positioning, says Michèle Leibacher, responsible for the campaign at Migros: “Migros does more for Switzerland. And that includes offering high-quality but affordable products.”

The campaign has been running online, on TV, on posters and in cinemas since CW21.

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