Migros' V-Love also loves meat lovers


Art & Design Campaigning Creativity Retail & Consumer Goods



Just in time for Veganuary, the new private label calls for more tolerance among food types: Eat as you like - whether vegi, with meat or vegan. V-Love is for everyone.


Absolute dietary tolerance, where no one is excluded - that's Wirz's strategy. Embrace instead of exclusion, diversity instead of dogma. And that with a vegi and vegan brand. In addition to meat fans and butchers, even competitor Coop makes it onto the posters and megaposters of the new Migros campaign with a mention by name thanks to V-Love. With the platform that loves everyone, the agency has found a way to stand out in the highly competitive plant-based advertising environment without pointing fingers.

Proprietary typeface and personality

To support the brand's idiosyncratic character, a custom font was developed exclusively for the brand, making each implementation unique. With several subjects on all channels from megaposters to moving images, posters and social media to digital ads, V-Love's loud, unconventional announcements are heard and read all over the country. Not only is the desire for varied nutrition to be stimulated, but also the discourse around the topic of plant-based nutrition in all its facets.

Plant-Based becomes popular

V-Love is broadly positioned with Plant-Based alternatives to a wide range of products from butter, milk and yogurt to schnitzel and burgers, setting it apart from the competition. Together with the campaign, which has been on air since January 1, Migros manages to make the plant-based lifestyle accessible to the general population during Veganuary, true to the Migros claim "simply live well".

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