Thjnk Zurich creates "Animonials" for Migros Bio

Migros presents a new overall appearance for its organic line "Migros Bio". The entire product range has been given new and uniform packaging, which will be introduced to stores in stages. In addition, starting this year, products in the Migros Bio line will carry the Bio Suisse bud and thus meet the Bio Suisse guidelines. The agency Thjnk Zurich is responsible for the new campaign and claim.

The organic market is highly competitive. While premium organic brands distinguish themselves through their strict guidelines and quality standards, cheaper labels are moving in from below. The market is becoming increasingly confusing for consumers, also in terms of communication. Migros has recognized that it can make a difference here.

That's why Migros is taking a new approach here. And invents the "Animonials" for Migros Bio: Various animals become advocates of Migros Bio and present their favorite products as representatives of nature. This is how the new claim "Distinguished by nature" is to be paid for.

In the films, the "animonials" can be seen on the set, where they prepare for the shoot. This is intended to give each animonial its own character. The campaign was filmed and shot with real actors. Afterwards, they were transformed into CGI animals in collaboration with Postoffice Amsterdam. According to Thjnk Zurich, it was important to find good actors as well as to cast voices that fit the animals.

For example, a body-conscious panther presents organic spinach, which is good for the conscience and his body. A frog loves organic tea because it helps the environment and its voice. The kangaroo only gets Migros Bio in his bag anyway, and the seal actually loves organic ice cream and not the well-known Migros "seal ice cream".

The launch campaign includes four films, which will be used in various formats on TV, as digital out-of-home and online, other digital advertising media, and five posters and ads.

Responsible at the Federation of Migros Cooperatives: Nadine Hess (Head of Marketing Communications), Katharina Müller (Head of Brand Management), Emilie Gratier (Head of Sustainability Brands), Isabel Läderach (Senior Brand Manager), Simone Blaser (Senior Project Manager Media), Christian Keller (Project Manager Media). Responsible at Thjnk Zurich: Alexander Jaggy, Pablo Schencke (GF Creation), Lukas Amgwerd (Creative Direction), Lukas Frischknecht, Raymi Mendoza (Art Direction), Anna-Fiona Geller, Johannes Gorsboth (Text), Josephine Jeanguenin, Gianluca Spezzacatena (Graphic Design), Andrea Bison (GF Consulting), Cornelia Nünlist, Linda Zaugg (Consulting), Gordon Nemitz (GF Strategy), Thomas Nabbefeld, Benjamin Calcott (FFF). External partners: Czar (Film Production), Bart Timmer (Director), Filip Zumbrunn (DoP), Jan Fincke (Executive Producer), Sandy Blum (Producer), Kilian Rosini (Production Assistant), Michel Hoffmanns (Postproducing), Postoffice Amsterdam (3D, Grading & VFX), Andrej Paschkin (Edit), Jingle Jungle AG (Audio Postproduction), Asger Baden & Peder (Music), Felix Müller (Photographer).