The pleasure of taste

Instead of communicating only the freshness factor, Advico Y&R went a step further and asked what really interests customers. According to a study by the HSG, taste is the most important decision criterion for 84.6 percent of Swiss people when buying fresh food. But our eating behavior testifies to the opposite.

We are buying more and more consciously and preparing our food more and more consciously: But do we also perceive the taste more consciously? There are so many flavors and aromas to discover in fresh vegetables, fruit, bread, meat and fish. That's why Migros has launched the "Joy of Taste" initiative. The aim is to sensitize customers' sense of taste and help them develop their individual taste experience.

Dani Levi films taste

Three TV commercials tell in different ways what can happen when you perceive the taste very precisely. The well-known filmmaker Dani Levy, whose signature is unmistakable, was chosen to film the stories.

On the campaign microsite Joy-of-taste.ch Migros offers inspiration and support to discover your own joy of taste. Each TV spot is accompanied by a surprising online tutorial. For example, a Migros house baker, a head butcher and a vegetable expert explain how to taste the temperament of a tomato.

https://www.youtube.com/watch?v=/XVAt2b3lzA0

https://www.youtube.com/watch?v=/49RC52zK6vg

https://www.youtube.com/watch?v=/C9LvJHqu3Qw

https://www.youtube.com/watch?v=/mu-EWNjwMdk

https://www.youtube.com/watch?v=/DQ6w_C7jaFU

https://www.youtube.com/watch?v=/VjwJ_1Viyfk

Another highlight of the Microsite is a comprehensive flavor wiki with knowledge, vocabulary and flavor descriptions for 60 selected fresh products. After all, the wide range of products tastes highly diverse and we often lack the vocabulary to describe it all. In addition, there are fresh facts and inspiring tips on all aspects of taste.

Radio spots, store announcements, five poster subjects, advertisements, e-boards and online advertising also whet the appetite for the fresh product range.

A week before the campaign was launched, the target group was already sensitized to the capabilities of the sense of taste. With five entertaining taste experiments that were distributed online and via social media. All experiments can be seen on the microsite.

https://www.youtube.com/watch?v=/lfOXoS849l4

https://www.youtube.com/watch?v=/S449Iyewuvo

Accompanying the campaign, a twelve-page taste special was published in the Migros magazine as well as a special in the seasonal kitchen about the taste differences of various cabbage varieties. In addition, there will be sensory courses specially tailored to the campaign at the Migros Klubschule next year. The campaign is on view now. More info at freude-am-geschmack.ch.

Responsible at MGB: Roman Reichelt (Head of Marketing Communications Directorate); Nadine Hess (Head of Own Brand Management), Alexander Herrmann (Head of Product Range Communications), Catia Pérez (Project Manager Product Range Communications), Marlon Chng (Project Manager Digital Communications), David Wallmer (Trainee Marketing Communications), Valeria Marra (Project Manager Media). Responsible at Advico Y&R: Markus Gut (CCO), Swen Morath (ECD), Susanne Weeber (AD), Julia Brandstätter (Text), Carl-Gustav Stahl (Screendesign), Benjamin Hofmann, Sebastian Eppler (Graphics), Andrea Pramor (Strategy), Kerstin Schnyder, Ebba Lindberg, Valeska Kraus (Consulting), Elias Zurbuchen (DTP), Rafael Tucef, Fabrice Tobler, Raphael Grob (Animation), Manuel Meier (Senior Frontend Developer). Film production TV spot/tutorials: Markenfilm, Michael Gloor (Producer), Dani Levy (Director), Tanja Haering (DOP), Balz Bachmann (Music), Jingle Jungle (Sound). Photography campaign: Volker Wenzlawski; Image editing: Telse Faust. Photography Taste Wiki Microsite: Claudia Linsi, Martina Meier. Film production experiments: Hillton, Kris Lüdi (Director). Radio spots: Selmi recording studio. Responsible at OMD: Daniel Crespo (Account Director), Natalie Rufibach (Media Planner), Patricia Purice (Digital Planner).