Migros World Cup Campaign: Soccer Fever at the Supermarket
With a series of humorous short spots about the 2026 World Cup, Migros is putting its own employees—rather than stars—in the spotlight—conceived by Wirz.
Migros World Cup Campaign: Everyday Life Instead of Dramatics
While the world’s attention will be focused on North America in the summer of 2026, Migros is focusing on what it knows best: everyday life in Switzerland. With its new Migros World Cup campaign, developed by the Zurich-based agency Wirz, the retailer isn’t putting soccer stars in the spotlight—it’s putting its own employees in the spotlight. In short, pithy commercials, Wirz shows how the excitement surrounding the World Cup is also making its way into the aisles of Migros.
Major events like the World Cup are typically characterized by heroic imagery, big stars, and plenty of drama. According to the press release, Migros’ goal was to find a down-to-earth and likable way to maintain a presence during the tournament without straying too far from its core expertise. The commercials are intended to humorously showcase what Migros is all about: being the expert on everyday life in Switzerland—even when that everyday life has collectively fallen under the spell of soccer fever.
Three commercials for the "Drink Break" ad blocks
The campaign consists of three standalone short commercials that will air starting now and throughout the World Cup. They can be seen on TV—including during the new “Trinkpausen” commercial breaks—as well as on various online channels. The three commercials are available here:
Spot 1: https://vimeo.com/1200697007
Spot 2: https://vimeo.com/1200698317
Spot 3: https://vimeo.com/1200698788
Navada (film production) handled the film production, directed by Yanik Zollinger.
Responsible at Migros Supermarket: Rémy Müller (Head of Marketing & Communications), Frédéric Zürcher (Head of Campaigning & Sponsorship), Désirée Strassmann (Head of Campaigning), Siegrun Krayer (Campaigning Project Manager), Erasmo Palomba (Creative Producer), Simone Blaser (Head of Media)
Responsible at Wirz Group: Jan Kempter, Jannic Mascello, Josephine Jeangeunin, Morris Lötscher, Julia Mutter, Yussef Serrat
Responsible for production: Navada (Film Production), Mariska van Lavieren (Executive Producer), Yanik Zollinger (Director), Tim Holder (Director of Photography), Natascha Imfeld (1st Assistant Director), Laura Šerić (Production Assistant), Elia Quadri (Key Gaffer), Anna Maria Bühlmann (Sound), Marlise Isler (Art & Styling), Mira Luna Berclaz (Hair and Makeup)
Learn more about the campaign and other projects by Wirz at https://www.wirz.ch.
