BRANDKITCHEN brings Migros Aare's new corporate strategy to life
The Migros Aare cooperative revised its corporate strategy last year. Employees from across the company contributed to the process. The strategy was launched in January 2019 and presented to all 12,000 employees. BRANDKITCHEN supported Migros Aare in this effort. .
The aim was to communicate the strategy, which includes the market environment, the target image, the corporate values and the strategic business areas, to the employees. The focus was on communicating the strategy in a comprehensible and lively manner.
BRANDKITCHEN developed the "Polaaris" program in order to be able to integrate the topics into everyday work in an easy-to-understand manner. "Polaaris" as a symbol for the guiding star that sets the direction and serves as orientation. To make the project attractive, BRANDKITCHEN designed measures on different levels. For example, a "logbook" with all the important content on the strategy, a website based on the mobile-first principle that quickly conveys all the important information, and a teaser video. The "Polaaris" story is also told by means of posters and workshop documents to support the gradual anchoring in the company.
Migros Aare decided to work with BRANDKITCHEN with the statement: "The program for communicating the new strategy should be attractive and exciting, arouse curiosity, convey belonging, accompany and support. BRANDKITCHEN managed to create an illustrative and stimulating experience under this basic idea."
Responsible at BRANDKITCHEN Spreitenbach: Helmut La (Managing Director), Peter Scherrer (Creative Director), Andreas Fiersbach (Account Director), Dominik von Däniken (Head Production), Dusan Vukovic (Head Digital), Martin Fritsche (Copywriter), Jakub Deja (Art Director), André Kostov (Web Programmer), Sheyla-Sole Spiess (Project Manager)
Responsible at Genossenschaft Migros AareSalome Brunner (Project Manager Corporate Development), Karin Grossen (Project Manager Corporate Communications)
