Whoever says M...
The long-awaited campaign is here: Jung von Matt/Limmat is unveiling its ideas for Migros.
"One M better" became the new claim of the campaign. The orange M uses the existing brand capital and further expands the strength of the figurative mark. For example, 92% of the population already "clearly associate an orange M with Migros", as Jung von Matt/Limmat knew and wanted to dramatize as the basis for their campaign.
This orange M is now being played out in all media. The campaign began with posters. Then the films were launched as the second stage. Thirdly, advertisements are now being placed. And because in today's world these are more than just cheap advertising, many publishers have since followed up with topical Migros stories.
Migros advertising: also a media topic
It is striking that Migros and its competitor Coop focus on similar values: closeness to nature, freshness and Swissness. This was the opinion of the Sonntag newspaper, quoting Basel marketing professor Manfred Bruhn: "A little more pep wouldn't have hurt." The Tages-Anzeiger newspaper asks in a play on words whether the advertising is also "a bit more original" and compares the subjects with previous campaigns for the vegetarian restaurant Hiltl. Cary Steinmann, the former advertiser and current lecturer in marketing, is quoted as saying "nicely done" but "somehow warmed up, old ideas packed into a new campaign". Tele Züri saw it more positively, where the campaign was dealt with in a making-of for the spot with the chicken. On Swiss television, the orange M was wittily incorporated into the logo of the satirical program "Giacobbo/Müller", albeit with a media-politically correct reference to Coop.
The fact that Migros is focusing on "Swissness", but having it visualized by a foreign film production, disturbs some well-known filmmakers in the industry. "That would have been an opportunity for us!" However, the Swiss filmmakers who were booted out do not want to be quoted. After all, they also benefit from the Culture Percentage.
And what can be concluded from this media reading? The comments would perhaps have been one M better if marketing director Oskar Sager had not simply put the previous ideas with years of award-winning advertising back on the shelf so cheaply in advance. Perhaps his promises of something completely new have given the industry one M too many. If you shout provocatively into the media forest, it echoes back accordingly. Either way.
Andreas Panzeri
