Inhalt&Form: "For a good gut feeling".
Migros Gastronomie's new umbrella campaign plays on the idea that there are some decisions you're better off not making on an empty stomach.
First and foremost, food has to taste good. However, factors such as health, ecological and regional aspects as well as availability are playing an increasingly important role in purchasing decisions. The new umbrella campaign for Migros Gastronomy addresses this.
Against this background, the task was to develop an overarching framework for Migros' gastronomy communication for the restaurant and for take-away. The three overarching key messages had to be integrated in the same way as the different national and regional circumstances in order to achieve the objectives set at various levels. In particular, Migros gastronomy should be associated with varied and uncomplicated culinary experiences.
Around 550 poster sites will feature subjects that often make a location-specific reference. For example, passers-by are confronted with the question "Invest or speculate?" in front of the Migros Bank in Zurich-Oerlikon. The Migros-Restaurants and Migros-Take-Away senders advise: "Eat first, then decide. For a good gut feeling." Because with Migros restaurants, you can trust that values such as origin, freshness and value for money are right. This gives you a good gut feeling, which makes decision-making easier.
The poster campaign is supplemented with online measures. Thanks to the modular structure, the subjects can be arranged according to location, target group and product, at poster sites and in Migros restaurants and take-aways.
Responsible at Migros Gastronomy: Roman Reichelt (Head of Marketing Communication), Yvonne Hiller, (Project Manager Gastronomy Communication), Natalie Estermann (Project Manager Gastronomy Communication), Philipp Marquard, (Head of Media), Valeria Marra (Project Manager Media). Responsible at Inhalt&Form, Zurich: Serge Riedener (CD), Karin Estermann (Senior AD), Fabian Zahner, Judith Maurer (text); Raymi Mendoza (graphics); Kristian Brändle, Julienne Locher (consulting); Martin Hemmi (photography), Linda Hemmi (food styling).
