M like millionaire
Migros is promoting its M-Budget line for the first time with a campaign
Migros advertises its M-Budget line for the first time with a campaignThe timing is a mystery: just as Coop was putting its own discount products on the shelves, the Migros cooperative association launched the very first image campaign for its M-Budget discount line, launched in 1996. It is not prices and shabby photos that are used to lure customers. The Migros lead agency Exxtra helped the low-price range to achieve a brand-strengthening B12 poster campaign by replacing the traditional discount stink of the pigsty ads with sex appeal, content and ironic headlines, thus distinguishing itself pleasantly from the competition. page 6
