Café Royal Campaign Portrays Coffee as a Journey of the Imagination
Morning has developed a cross-channel campaign for Migros's private label, Café Royal, that places personal coffee moments at the heart of the brand's communication.
The Morning agency has developed a Café Royal campaign for Migros’s private label, Café Royal, that presents coffee not merely as a product, but as a catalyst for personal moments of respite. The campaign centers on so-called “Me Moments”—small breaks from everyday life that arise when Café Royal is there to accompany them.
Strategic Derivation with a Clear Profile
«Morning’s strategic approach and our joint evaluation of potential positioning areas were extremely valuable to us. The creative execution is spot-on and gives the brand a distinctive, emotional profile,» says Rémy Müller, Head of Marketing & Communications at Migros Supermarkt AG.
At the heart of the campaign are two film worlds, each with its own soundtrack, which are featured in various versions and edited cuts for TV and online. In these films, an everyday cup of coffee becomes a mental movie: they dramatize those moments when aromas unfold and people find themselves fully present in the moment of enjoyment.
Music as a Dramatic Element
Music plays a central role in the Café Royal campaign. It makes the transition from an everyday moment to a moment of emotional enjoyment palpable and supports the narrative of both films not only through the soundtrack but also visually. In addition to Vivaldi’s «Summerstorm,» the song «Take Yo‘ Praise» by Camille Yarbrough—which once served as inspiration for Fatboy Slim—was reinterpreted and recorded in close collaboration with Great Garbo.
Everyday Scenes on Posters and Online
Posters, digital out-of-home media, and online formats—both static and video—break down the effects of good coffee into pointed, everyday situations. These snapshots set the stage for coffee preparations, which are highlighted with strong food appeal.
With this campaign, Café Royal is positioning itself as a brand that celebrates not only the product, but also the moments people share with coffee in their everyday lives.
Responsible at Migros: Rémy Müller (Head of Marketing & Communications), Frédéric Zürcher (Head of Campaigning & Sponsorship), Désirée Strassmann (Head of Campaigning), Janine Zundel and Giovanna Colucci (Campaigning Project Managers), Tanja Krause (Digital Campaigning), Erasmo Palomba (Creative Producer), Christian Keller (Media Project Manager). Responsible at Morning Agency: Sascha Borsai (Managing Director, Creation), Oliver Spalt (Creative Director, Art), Marcelo Feitosa (Art Director), Marcel Benz (Managing Director, Strategy), Nico Podgorny (Managing Director, Consulting). Responsible external partners: Filip Nilsson (Director), Ben Canny (Editor), Pumpkin Film (Production), Lennart Ritscher (Photography), Patrick Wulf (DOP), All in Production (Production), Great Garbo (Music), Jingle Jungle (Sound Design), Detail AG (Image Editing).
