«If it says »Commitment' on the label, it means 'Fairness' inside"
Retail: With a new umbrella campaign, Publicis aims to raise consumer awareness of Migros' business ethics even further.
Retail: With a new umbrella campaign, Publicis aims to better convey Migros« business ethics to consumers. »Migros stands for a respectful and forward-thinking approach to people, animals, and nature—in Switzerland and around the world. «It has been this way for a long time, and will continue to be so for a long time to come.» The Zurich-based agency Publicis is making this ethical commitment the focus of a new print umbrella campaign for the “orange giant.” The campaign aims to showcase the retail group’s comprehensive commitment and program for ethics, the environment, and sustainable development.“Doing the Right Thing” for Over 30 Years As early as 1970, Migros pioneered ethically sound food procurement with its Sano-Production line for fruits and vegetables. In 1975, an energy management program was added. The first life cycle assessments for packaging were introduced in 1980. In 1992, Migros became the first oil company to offer eco-diesel at its gas stations, and since 1995, Migros Zurich has been testing gas-powered refrigerated trucks. Further steps toward a new businessethic include the Eco-Label for environmentally and socially responsible clothing, as well as Migros’ involvement as a founding member of WWF Wood Group Switzerland, which has been actively promoting the sustainable and socially responsible use of wood with the FSC seal of approval since 1997. Among the most recent achievements are the guidelines of the Clean Clothes Campaign and the Max Havelaar Fair Trade label for organic bananas.
For consumers, these commitments become tangible whenever a Migros product bears the corresponding commitment label. The symbols provide customers with assurance and transparency that they have purchased a product with social and environmental added value. The ten specific labels introduced so far, along with their accompanying brief descriptions, provide information about the production methods. Or, as Publicis copywriter Daniel Krieg puts it: «If it says »Commitment’ on the label, it means fairness inside.”
Migros’ campaign highlighting its commitment to ethical business practices kicked off with a four-page ad spread that provides an overview of Migros’ entire commitment.
This introduction is followed by four double-page spreads, each of which uses a specific example and a label to illustrate what «commitment» really is and what it means in each individual case. The campaign features and describes portraits of various people around the globe—depicted in a way that gives them a human touch—who contribute to Migros’ ethics project through their work. These images were designed by Studio Achermann. Both the opening campaign and the follow-up campaign have been widely distributed in the national press since early April. In addition, a variety of point-of-sale (POS) and other supporting measures are being implemented.
The expanded concept also includes in-depth, detailed information available online about Migros« broader commitment, such as the »Non-Food Code of Conduct« initiative or the »Sustainable Palm Oil” project, as well as other Migros eco-initiatives.
Publicis's tastefully designed, double-page print ads portray Migros as an ethically responsible company.
Andreas Panzeri
For consumers, these commitments become tangible whenever a Migros product bears the corresponding commitment label. The symbols provide customers with assurance and transparency that they have purchased a product with social and environmental added value. The ten specific labels introduced so far, along with their accompanying brief descriptions, provide information about the production methods. Or, as Publicis copywriter Daniel Krieg puts it: «If it says »Commitment’ on the label, it means fairness inside.”
Migros’ campaign highlighting its commitment to ethical business practices kicked off with a four-page ad spread that provides an overview of Migros’ entire commitment.
This introduction is followed by four double-page spreads, each of which uses a specific example and a label to illustrate what «commitment» really is and what it means in each individual case. The campaign features and describes portraits of various people around the globe—depicted in a way that gives them a human touch—who contribute to Migros’ ethics project through their work. These images were designed by Studio Achermann. Both the opening campaign and the follow-up campaign have been widely distributed in the national press since early April. In addition, a variety of point-of-sale (POS) and other supporting measures are being implemented.
The expanded concept also includes in-depth, detailed information available online about Migros« broader commitment, such as the »Non-Food Code of Conduct« initiative or the »Sustainable Palm Oil” project, as well as other Migros eco-initiatives.
Publicis's tastefully designed, double-page print ads portray Migros as an ethically responsible company.
Andreas Panzeri
