Migros vegi campaign from Wirz also shows love for meat eaters
Wirz is implementing the nationwide campaign for V-Love, Migros« plant-based private label. Just in time for the global Veganuary campaign, the new private label calls for greater tolerance among different dietary groups with the slogan, »Eat however you like—whether vegetarian, meat-eater, or vegan. V-Love is for everyone.”
Wirz has chosen "absolute nutritional tolerance, where no one is excluded," as his strategy. Embrace instead of exclusion, diversity instead of dogma "And that with a vegan and vegan brand. In addition to meat fans and butchers, even competitor Coop is making it thanks to V-Love with a mention by name on the posters and megaposters of the new Migros campaign. The agency wants to stand out in the highly competitive plant-based advertising environment with the platform that loves everyone, without pointing the finger at meat lovers.
To support the idiosyncratic character of the brand, the agency developed its own font exclusively for the brand, making each implementation unique. With various subjects on all channels from megaposters to moving images, posters and social media to digital ads, the loud, unconventional announcements of V-Love are spread throughout the country. Not only is the desire for varied nutrition to be stimulated, but also the discourse around the topic of plant-based nutrition in all its facets.
V-Love is broadly positioned with plant-based alternatives to a wide range of products from butter, milk and yogurt to schnitzel and burgers. Together with Wirz's campaign, which has been active since January 1, Migros aims to make the plant-based lifestyle accessible to the general population during Veganuary, true to the Migros claim "simply live well".
Responsible at Migros: Franziska Coninx, David Wallmer, Chloe Monti (Brand Management); Isabelle Mayer, Regula Schneider (Digital); Christian Keller (Media); Gabriela Hurdes, Graziella Soldini (Package Design); Cristina Maurer Frank (PR). Responsible at Wirz: Livio Dainese, Lorenz Clormann, Marcus Josty, Anna Leudolph, Matthias Fürst, Artur Faria, Luigi Vitiello, Adrian Busse, Nicola Peter, Nico Schläpfer, Nicola Willi (creation); Cosima Lang, Laura Saner (storyline); Adrian Huwyler, Nico Keramaris, Tony Faria, Björn Bippus, Nathalie Reichmuth (XLAB); Vanessa Lehmann-Spalleck, Valeria Vuckovic, Katharina Erdrich, Annika Nielsen (consulting); Urs Krucker, Marleen Diener (strategy); Giovanni Bucca, Thomas Peller, Andrea Bosshard, Rino Frei, Oliver Fäs, Sonja Jegen, Angelo Mabellini, Rahel Signer, Chantal Speiser (media realization). Responsible for Packaging and Media: ZDF Zurich Design Factory AG (Packaging implementation agency); Gisela Kübler, Romana Thoma, Yvonne Ledergerber, Deborah Stäger, Liliya Dimova (Dynamo, media agency).
Responsible at Migros: Franziska Coninx, David Wallmer, Chloe Monti (Brand Management); Isabelle Mayer, Regula Schneider (Digital); Christian Keller (Media); Gabriela Hurdes, Graziella Soldini (Package Design); Cristina Maurer Frank (PR). Responsible at Wirz: Livio Dainese, Lorenz Clormann, Marcus Josty, Anna Leudolph, Matthias Fürst, Artur Faria, Luigi Vitiello, Adrian Busse, Nicola Peter, Nico Schläpfer, Nicola Willi (creation); Cosima Lang, Laura Saner (storyline); Adrian Huwyler, Nico Keramaris, Tony Faria, Björn Bippus, Nathalie Reichmuth (XLAB); Vanessa Lehmann-Spalleck, Valeria Vuckovic, Katharina Erdrich, Annika Nielsen (consulting); Urs Krucker, Marleen Diener (strategy); Giovanni Bucca, Thomas Peller, Andrea Bosshard, Rino Frei, Oliver Fäs, Sonja Jegen, Angelo Mabellini, Rahel Signer, Chantal Speiser (media realization). Responsible for Packaging and Media: ZDF Zurich Design Factory (Packaging); Gisela Kübler, Romana Thoma, Yvonne Ledergerber, Deborah Stäger, Liliya Dimova (Dynamo, Media Agency).
