Zeam launches Gen-Z campaign for M-Budget
Migros has hired the Gen Z agency Zeam to launch a new M-Budget product. The plan is to run a crowdsourcing campaign in which young people can vote on a new mini-cookie variety on social media from early to mid-July.
According to Marc Zurbrügg, brand manager at Migros, M-Budget cookies are extremely popular with Gen Z and were among the best-selling cookies in the entire range.
The mini-cookies are not the first product to make its way onto Migros shelves via consumer voting. In the past, there have already been democratic votes on foods such as Blévita Gruyère, "Non" beer, and M-Budget "Tastea," among others. "Our customers and their needs are always at the center of Migros. That's why we like to leave it up to our young customers to decide which product should end up on the shelf. That's part of the Migros DNA, so to speak," says Zurbrügg.
Campaign is played out in three languages
Last year, Zeam had already successfully implemented the first joint content creations around the M-Budget brand. Recipes from the M-Budget range were recreated on TikTok and Instagram and posted via Street survey offered to the young target group for tasting.
For the next round, Zeam is bringing on board Swiss content creators such as Nathistyle, Wemmse, and Noah Bachofen. In addition, Swiss musician Nemo is on board to pick up Gen Z with the campaign's in-house "cookie beat." "You can look forward to some surprises," announces Michèl Kessler, Head of Creative at Zeam.
The screens of young people in Switzerland are to be reached primarily in 9:16 format. The Zurich agency Webrepublic is taking care of the distribution of the media content. The online-only campaign will run from June to the end of September and reach young people in Switzerland in Swiss German, Italian and French.
"We are thrilled to be working with the iconic brand and team at M-Budget again. We know how influential and demanding Generation Z is as a target group and look forward to providing them with content that meets their interests and needs," says Yaël Meier, Co-Founder of Zeam.
