Pop creates launch campaign for Migros engagement

2021, the umbrella brand "Migros Commitment" was launched. The launch campaign by the Zurich agency Pop now shows where and how the heart of Migros beats.

Social commitment has always been a matter close to Migros' heart: since 1957, the Group has been promoting ideas, projects and people with visions. Migros Group invests around 160 million Swiss francs per year in society. It creates a wide range of offers and sets impulses in the areas of living together, culture, education, health, technology and ethics as well as climate and resources. The Culture Percentage, Pioneer Fund, and Support Fund funding vehicles are grouped together under "Migros Commitment".

The current image campaign takes up the heart as a defining brand element and stages it wherever Migros' commitment makes its impact: on theater and concert stages, in schools and lecture halls, in startup offices, research facilities and NPOs. The heart beats thanks to the creativity, drive and courage of thousands of people throughout Switzerland.

POP's national awareness campaign presents the entire breadth of Migros' commitment. The implementation is a homage to Swiss society: diverse, creative, full of life. And sometimes quite quirky. The campaign can be seen in a first wave on print ads, display banners, in the Migros app and on social media.

Responsible at the Federation of Migros Cooperatives: Katharina Seckel (Project Manager Marketing Digital Platforms), Nicole Di Natale (Head of Communications Social Engagement), Marlies Seifert (Communications Specialist), Frank Johne (Branding Specialist). Strategy, concept, creation and production: Pop Creative Services; Roli Hofer, Michi Benz, Alexander Görz.

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