Campaigning Creativity Retail & Consumer Goods Publishing
In the new image campaign for M-Budget, we bring the low-priced products of the green-and-white cult brand onto the stage - and pay a big compliment to price-conscious customers.
We think so: If you buy M-Budget, you're buying smart. After all, the low-price line offers impeccable Migros quality without any unnecessary fuss. These characteristics run like a thread through the entire campaign, which was implemented simply, clearly, and yet with high quality.
Toothpaste is for all species and teeth, mixed salad is made of red and green leaves, the cat does not care about the brand of food - these are some examples from the campaign. The message: M-Budget products are of good quality and are popular with customers. The new M-Budget campaign therefore addresses a clear message to all price-conscious people who, when buying washing-up liquid, orange juice, and the like, pay less attention to illustrious names than to convincing content, quality, and price. Marc Zurbrügg, Brand Manager at MGB, explains: "Unlike other low-price brands, with M-Budget you don't just benefit from the low price. Many of our everyday products are among the absolute favorites of our customers, are top sellers in their field and enjoy downright cult status in Switzerland. So when you put M-Budget products in your shopping cart, you're simply shopping smart.
M-Budget consistently proves this in the new campaign with its own product range. Accordingly, the products are the stars on all advertising materials. Lorenz Clormann, responsible for ECD at Wirz, says: "M-Budget stands for likeable honesty and impeccable quality without unnecessary fuss. We also reflect these qualities in the overall look of the campaign, which was implemented in a simple, clear and yet high-quality manner."
Three 3D-animated TV and online spots each present salad, cat food, toothpaste and co. from their best side. The moving image formats are flanked by poster sujets, ads, DOOH, bumpers and display ads.