Notes on names
Wirz turns the Migros restaurant into a celebrity hangout.
In programmes such as "Glanz & Gloria" or on the people pages of Swiss magazines, you can regularly see where Swiss celebrities prefer to eat out. But who knew that Michelle Hunziker regularly has lunch in a Migros restaurant - and meets Sepp Blatter there? Ueli Maurer and Thomas Bucheli are just as loyal fans of the popular M-Beisel on the corner. "These testimonials are not made up. We have obtained permission from everyone involved," smiles Matthias Freuler. Of course, the CD of Wirz Werbung did not ask the real Michelle Hunziker or even Federal Councillor Ueli Maurer for this tongue-in-cheek Migros campaign. The agency searched the telephone directory for "famous" doppelgangers. These would occasionally suffer from their "name-alike" in everyday life. For this idea from Wirz, however, all those asked immediately gave "their" name with great enthusiasm. The protagonists now get to the heart of what Migros restaurants actually are in an entertaining and astonishing way: namely restaurants where the whole of Switzerland simply likes to go and eat. And which, by the way, can be found everywhere. With almost 250 establishments, the M-Restaurants represent the largest restaurant chain in Switzerland.
The budget for this division is separate from the umbrella brand campaign, which has just been presented by Jung von Matt/Limmat. Wirz is already managing the budget for the second year. In the previous campaign, advertising was based on the "daily fit" concept. Migros restaurants cook healthy food, so guests can "eat with a clear conscience". The idea that Migros wants to take responsibility for its customers will continue to be communicated. However, Migros restaurants will now also be advertised with this image campaign. This is stylistically "not bound to the specifications of the new lead campaign", as Freuler explains. The portraits of the "celebrity" guests were taken in proper style by celebrity photographer Alberto Venzago. Many of the testimonials applied with elaborately designed photos that they had already taken themselves "with a lot of creative imagination" in a Migros restaurant. "On this basis, working with the amateur models was a lot of fun," says Wirz happily.
Andreas Panzeri
The budget for this division is separate from the umbrella brand campaign, which has just been presented by Jung von Matt/Limmat. Wirz is already managing the budget for the second year. In the previous campaign, advertising was based on the "daily fit" concept. Migros restaurants cook healthy food, so guests can "eat with a clear conscience". The idea that Migros wants to take responsibility for its customers will continue to be communicated. However, Migros restaurants will now also be advertised with this image campaign. This is stylistically "not bound to the specifications of the new lead campaign", as Freuler explains. The portraits of the "celebrity" guests were taken in proper style by celebrity photographer Alberto Venzago. Many of the testimonials applied with elaborately designed photos that they had already taken themselves "with a lot of creative imagination" in a Migros restaurant. "On this basis, working with the amateur models was a lot of fun," says Wirz happily.
Andreas Panzeri
