Publicis/Notch for Migrolino: freshness in the approach
Migrolino aims to further strengthen its position in the fresh and foodvenience segments and establish its newly launched private label, Migrolino «Truly Good.» The challenge here is differentiation—because, just like other providers in this sector, there are countless fresh food stories out there.
In the campaign for the new "Truly Good" range of Migrolino, Publicis Zurich, together with Notch, stages sandwiches, salad bowls, poké bowls, bircher muesli, wraps, smoothies and much more with a new twist. Not only closer, but also from all sides and above all in the middle.
With the 360-degree product and macrofood footage and zoom-in, consumers should be able to discover the freshness quality in a playful way.
According to the motto "True freshness comes from within", a contest was developed in which users can dive directly into the product via the scrollytelling landing page. The goal here is to find a hidden winning code and thus enter the contest.
The campaign has been running nationally online and at POS since mid-April.
Responsible at Migrolino: Nina Wick (Project Manager Marketing), Melanie Ritschard (Team Leader POS Marketing), Pascal Wetter (Team Leader Digital), Alexandra Vogel (Head of Marketing). Responsible at Publicis & Notch: Sascha Fanetti, Nina Martens, Cinthia Stettler, Mia Reinshagen, Nicolas Leuthold, Roby Donà, Anna Leudolph, Cédric Moore, Marco Klein (concept and creation); Angelina Tovirac (strategy), Sandro Looser, Dragana Knezevic, Tanja Schuler, Ilgin Aydemir (consulting). Responsible at Publicis Media: Stefan Loher, Florian Hirschbühl, Jonas Hemmann, Kristin Westphal. Responsible at Prodigious: Stefan Rüegg, Matteo Attanasio, Kevin Feuz (food photos and videos), Adrian Häni, Marco Christen, Dario Schmid, Florian Pischel, Nik Hidber (Factory), Martin Ottinger (image editing). Wallpapers: Kathrin Grisseman. Food styling: Karin Messerli.
