By young people - for young people

"We wanted to pack as much authenticity into the project as possible. So we decided without further ado to hand over the lead to those who really know about youth language. Namely our apprentices," says Michel Noverraz, Senior Project Manager Campaigning at Migros. The extraordinary day was documented and caused hilarity and discussions on social media and in the press.

Even store announcements were spoken by young people. TikToker and comedian Young Gustav also surprised customers at the checkout and throughout the day in the store with his absurd conversations. Only for the day, the apprentices also developed "Smash or Pass", an interactive game in which the game players were able to engage with Migros products and rate them. Especially over lunchtime, there was a big rush of students from the surrounding area.

"Wotsch Beef"? or "eifach beste Läba" - Learners write their posters

Migros on Limmatplatz in Zurich was the scene of an unusual campaign at the end of October: six apprentices from Migros and Wirz had transformed the branch and communicated with customers in youth language. The occasion was the new youth word of the year 2022: "Smash".

But what does Smash actually mean? Migros customers found out at the Limmatplatz branch - from Migros apprentices who were on site or from signs explaining what it was all about in small print at the bottom of the posters. Store announcements were also spoken by young people. Customers were also surprised by TikToker and comedian Young Gustav - at the checkout and all over the store throughout the day. Only for the day, the apprentices also developed an interactive game called "Smash or Pass," in which the game players were able to engage with the Migros products and rate them.