Wirz sums up the positioning of the orange giant in a strong claim: Migros does more for Switzerland. Because the retailer has been socially, ecologically and economically committed to everyone in Switzerland since day one. The catchy claim and the accompanying campaign communicate Migros' multifaceted commitment to the outside world - and make the brand DNA tangible for everyone.
Swiss citizens expect companies to live up to their social, environmental and economic responsibilities. Even outside their core business. This is the result of a new study by the survey institute Sotomo. At Migros, this sense of responsibility is in the company's DNA. It is committed to Switzerland like no other company - not for nothing has it already been named the world's most sustainable retailer.
The launch campaign demonstrates, sometimes tongue-in-cheek, sometimes seriously, how diversely Migros is involved in Switzerland. And in doing so, it cites impressive facts such as a total of 3,700 apprentices, around 10,000 regional products, and 17,000 tons of packaging material saved. With typical Migros charm, the 360° campaign focuses on the entire diversity of the orange M's commitment. It includes an opening film, several films for TV and online, social media content, digital advertising materials, and around 20 posters and ads.
"At Migros, we are proud of our regional, social and ecological commitment, which we are constantly expanding. The campaign shows that Migros is tirelessly committed to everyone in Switzerland, especially within its range of products, but also beyond," explains Nadine Hess from the Federation of Migros Cooperatives. The fact that Migros is also perceived by the population as sustainable and committed is proven by the GfK Business Reflector Reputation Ranking: Migros came in first place at the end of March 2023 and is particularly popular with young people because of its commitment.
Laughing your head off at a stupid joke until the tears run. Developing a new team spirit while playing or letting yourself go completely in an activity - we can learn this from children. And us grown-ups? We talk smart and sometimes forget the laughter, the playfulness and the fun of life - even though all of this helps us to develop new ideas together and make progress in our working lives.
Strong brands also have an impact in politics. This was impressively seen last weekend in the national elections.
"Are you already living the best version of your life?" This is the question posed by our latest campaign, which promotes the canton of Graubünden as an attractive place to live under the generic term NaturMetropole.