The sweet secret of doctors
In a cross-media campaign for Migros, major distributor Publicis shows which are the favorite products of the Swiss.
In a cross-media campaign for Migros, major distributor Publicis shows which are the favorite products of the Swiss.
Children want farmers and parents want syrup. This is the result of a large-scale survey on the purchasing habits of Migros customers. In June, the wholesaler launched a competition with the question "And what is your favorite product?". Customers chose their favorite product from the entire range and could win attractive prizes by taking part. The campaign will run until the end of November, but with over 200,000 visitors to the competition site already, "it's time to take stock," says Beat Mühlemann, Head of Marketing Communications at the Federation of Migros Cooperatives. For example, teenagers and 90-year-olds have the same favorite product: energy drinks. Unexpectedly, two thirds of all syrup lovers are adults, most of them without children. And what could be an interesting hint for singles: Bald men and blondes like to meet in front of the yogurt rack and reach for the same mocha cup. Carpenters also like yogurt, albeit the Excellence brand. Politicians like to spoon up Actilife Breakfast, and virgins with the zodiac sign Virgo crave Bifidus.
The orange giant knows all of this thanks to the evaluation of more than 100,000 participation cards and online questionnaires to date. And Big Dealer knows a lot more. Some of these findings are now being communicated by Publicis in a new TV commercial from Condor and in a new print and POS wave. Further favorite results can be found on
can be viewed. The Migros magazine also reveals interesting stories and connections between customer segments and products in each issue. Migros will reveal more about the deeper intentions of this survey and further background to the campaign at a later stage, but for the time being the question will be asked until November 30: "And what is your favorite product?" Until the end of the survey, 10 full shopping carts can still be won every week on the Migros website. With a little luck, those who compete for the main prize will be able to shop for free for 1 year with a total value of CHF 20,000.
Andreas Panzeri
Children want farmers and parents want syrup. This is the result of a large-scale survey on the purchasing habits of Migros customers. In June, the wholesaler launched a competition with the question "And what is your favorite product?". Customers chose their favorite product from the entire range and could win attractive prizes by taking part. The campaign will run until the end of November, but with over 200,000 visitors to the competition site already, "it's time to take stock," says Beat Mühlemann, Head of Marketing Communications at the Federation of Migros Cooperatives. For example, teenagers and 90-year-olds have the same favorite product: energy drinks. Unexpectedly, two thirds of all syrup lovers are adults, most of them without children. And what could be an interesting hint for singles: Bald men and blondes like to meet in front of the yogurt rack and reach for the same mocha cup. Carpenters also like yogurt, albeit the Excellence brand. Politicians like to spoon up Actilife Breakfast, and virgins with the zodiac sign Virgo crave Bifidus.
The orange giant knows all of this thanks to the evaluation of more than 100,000 participation cards and online questionnaires to date. And Big Dealer knows a lot more. Some of these findings are now being communicated by Publicis in a new TV commercial from Condor and in a new print and POS wave. Further favorite results can be found on
can be viewed. The Migros magazine also reveals interesting stories and connections between customer segments and products in each issue. Migros will reveal more about the deeper intentions of this survey and further background to the campaign at a later stage, but for the time being the question will be asked until November 30: "And what is your favorite product?" Until the end of the survey, 10 full shopping carts can still be won every week on the Migros website. With a little luck, those who compete for the main prize will be able to shop for free for 1 year with a total value of CHF 20,000.
Andreas Panzeri
