V-Love, the plant-based own brand of Migros


Art & Design Campaigning Creativity Retail & Consumer Goods



The nationwide campaign for V-Love, Migros' own plant-based brand, is back in time for Veganuary. Back again: pithy slogans that smartly and uninhibitedly defy nutritional classes and their rules.

The offspring of Migros has become the consumers' favorite in just one year. The company continues to focus on the catchy message: No matter how often you eat a plant-based diet or why you do it, V-Love you. In this way, the private label is ideally positioned in the competitive plant-based market. And not only with a cheeky tone and style, but also with several new products across all food segments.

From megaposters to food porn clips

Unconventional and unmistakable, regardless of the channel: This is also achieved by the continuation of the V-Love campaign with many different subjects. On megaposters, billboards, in moving images, on social media and digital ads, the loud, unconventional announcements are hard to miss. New this year, for the first time, are inspirational clips with plant-based recipes, made of course from V-Love ingredients, in the best food porn style.

Fine instead of fancy

Once again, Migros succeeds in popularizing a lifestyle with down-to-earthness and wit. This is also helped by the Plant-Based range, which prefers everyday to fancy - with plant-based alternatives to butter and sliced meat to croissants, cervelat, fondue and cream slices. All tasty lures that make participating in Veganuary that little bit easier.

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