30'000 rolling pumpkins

In keeping with the pumpkin season, Migusto, the Migros cooking club, has teamed up with Y&R Group Switzerland to launch an attention-grabbing promotion: Migusto is giving away 30,000 pumpkins to new club members. Anyone who signs up by October 15 can enjoy a free pumpkin and prepare it to their own taste. Finally, one can find on Migusto.ch more than 150 matching recipe ideas.

In the spot for the promo, a butternut squash rolls out of a Migros store with thousands of other pumpkins and finally lands tastefully filled on the plate of a new Migusto Club member. In addition to TV and online, the moving image is also used out-of-home.

The communication is rounded off by various digital and analog advertising media. For example, the 20 Minuten cover is also overrun by Migusto pumpkins. The flight is complemented by a matching competition for members, whereby participants cook a pumpkin recipe, upload a picture to the gallery on migusto.ch and, with a bit of luck, can win one of three food trips to New York, Bordeaux or Sardinia.

The works have been on display throughout Switzerland since the beginning of October.

Responsible at Migros-Genossenschafts-Bund: Roman Reichelt (Head of Marketing Communications), Anna Schreier (Head of Customer Clubs), Miriam Benz (Head of Cooking Club), Stefanie Rübenacker (Project Manager Cooking Club), Janine Nussbaumer (Project Manager Media). Responsible at Y&R Group Switzerland: Swen Morath (CCO), Annette Häcki (CD), Sonja Gross (AD), Julia Staub (Text), Arlena Adrian, Stéphanie Bertschi, Corina Carabelli (Consulting), Elias Zurbuchen, An Le (DTP), Rafael Tucev, Matthias Meier (Programming) Filmproduktion: Boutiq AG, Mike Huber (Director), Marco Fischer (Head of Animation), Chantal Gugger (Producer), Tim Lüdin (DOP), Jingle Jungle (Sound); Photography: Claudia Linsi; Media: Dynamo.