Migros Fresh Campaign: thjnk Zurich Sparks a Cooking Rivalry
Migros is kicking off the summer with its new freshness campaign—created by thjnk Zurich. A TV commercial featuring two fathers engaged in a friendly cooking competition conveys the message: Fresh cooking doesn’t have to be complicated to be exciting.
Migros' Freshness Campaign Delights with Summer Cooking Fun
Migros, in collaboration with thjnk Zurich, is launching a new fresh food campaign that focuses on the summer joy of cooking and dining. As the retailer with the largest selection of fresh foods in Switzerland, Migros is using the long summer days as an emotional hook: more time means more leisure for preparing fresh meals and dining together—that’s the core message.
«Freshness is a core promise of Migros, and it’s especially relevant in the summer. With this new campaign, we want to not only entertain people, but also inspire them a little,» says Rémy Müller, Head of Marketing & Communications at Migros.
Two Dads, a Cooking Contest
The TV commercial centers on a playful rivalry: Two fathers each cook for their children and try to outdo the other with increasingly elaborate dishes. The children enjoy the food without noticing their parents’ competitive spirit. The real punchline remains simple and compelling: Fresh cooking doesn’t have to be complicated to taste good.
The film is accompanied by the song «Summertime» by Billy Stewart. The melody and lyrics of this soul classic are meant to get viewers in the mood for an enjoyable summer and, according to the press release, perfectly capture the joy of slow, communal dining.
OOH and online channels creatively extend the Migros Fresh campaign
The TV commercial is accompanied by an out-of-home and online campaign that playfully continues the creative joy of cooking depicted in the film. According to the press release, bacon strips and bread were staged as a campfire, salmon rolls as flowers, and a carrot as a race car. The campaign features both characters from the TV commercial and other visuals centered around various summer themes.
Responsible at Migros: Rémy Müller (Head of Marketing & Communications), Frédéric Zürcher (Head of Campaigning & Sponsorship), Désirée Strassmann (Head of Campaigning), Giovanna Colucci (Project Manager, Campaigning), Tanja Krause (Project Manager, Digital Campaigning), Erasmo Palomba (Creative Producer), Simone Blaser (Head of Media) Responsible at thjnk Zurich: Alexander Jaggy, Pablo Schencke (Managing Director, Creative), Lukas Amgwerd, Lukas Frischknecht (Creative Direction), Daniela Bär, Johannes Gorsboth (Copywriting), Moritz Lüth, Elodie König, Alba Dita Rau (Art Direction), Xenia Marty (Graphic Design), Andrea Bison (Managing Director, Consulting), Anne Klein, Shawna Fitzner, Andrea Häfliger, Marisa Studer, Fiona Wishart, Claudia Ziltener (Consulting), Gordon Nemitz (Managing Director, Strategy), Carole Räber (Strategy) Responsible external partners: farbfilm studio (Production), Tore Frandsen (Director), Flo Brunner (Executive Producer), Gustaf Richter, Chris Burger, Alina Graber (Producers), Rasmus Videbaek (Director of Photography), Anders Jon (Editor), Jingle Jungle (sound design), Sizzer (music licensing), Rahel & Ron (photography and food styling), Raphael Kleeb (animation), Detail (image editing), Lorenz Wahl (image editing)
