Wirz reveals facts at Migros
Revealed with a wink: With «Migileaks,» Migros and Wirz are staging a “leak” centered on some of the retailer’s most popular products.
30,000 inquiries a year on the Migros Infoline, up to 25,000 inquiries for product tests and countless reviews on the Internet: Migros customers are obviously very concerned with the products. The retailer is therefore offering them new insights into how some of their favorite products are made - and is publishing their ingredient lists online, along with the quantities involved. The campaign, significantly named "Migileaks", was realized in close cooperation with M-Industry: The otherwise strictly confidential information is used in exactly the same way in the production plants.
The revelations are promoted with a series of TV and online spots directly from the M-Industry. In them, employees question the publication of the secret ingredients or abbreviate the leak wherever possible. The self-deprecating clips thus become teasers for the Migileaks website.
The other advertising media such as megaposters, advertisements, and display ads also announce the leak of the secret ingredients - or list them directly. The only place where it gets more detailed is on the campaign hub. Here you can find the published ingredient lists as well as the appropriate recipes for cooking at home. Copying is not only allowed here, it's expressly encouraged: Some of the company's own creations are even awarded a prize.
The secret ingredients were revealed in mid-June and will remain available to the public until mid-July.
Responsible at Migros: Désirée Strassmann, Giovanna Colucci (Campaigning); Alexander Herrmann, Eva Meyer (Brand Management); Naomi Romanutti, Philippe Stucker (Digital Platforms); Simone Blaser (Media). Responsible at Wirz: Livio Dainese, Lorenz Clormann, Jan Kempter, Jannic Mascello, Yannick Schaller, Hannah Mey (creation); Laura Saner (storyline); Nadja Kilchhofer (agency producing); Ella Papadakis, Laura Schädler (consulting); Anna Maierski, Marleen Diener (strategy); Thomas Peller, Yussef Serrat, Robin Schuler, Oliver Fäs, Andrea Bosshard, Karin Gartmann, Sherif Ademi (media realization). Responsible at Mutabor: Isabell Hannemann, Felix Drössler. Production: Hillton (Film Production): Micky Suelzer (director); Gilles Germann (producer); Daryl Hefti (director of photography); Yasmin Jörg (edit); Aurelia Buchli (production design); Sabina Nussbaumer (styling); Amanda Samantha Brooke (hair & makeup); Slaughterhouse (color grading, VFX); Jingle Jungle (scoring). Media: Dynamo Team from Dentsu Switzerland.
