Marking the Centennial: Wirz and Migros Celebrate a Millennium-Worthy Idea
To mark the retailer’s 100th anniversary, Migros and Wirz are celebrating the idea of the millennium—and the people who helped make it a success.
In 2025, Migros will celebrate its 100th anniversary. With this anniversary campaign, Wirz and Migros are not celebrating the retailer itself, but rather all those who have helped make it what it is today. From the historic opening film to the 360-degree rebranding, the campaign serves as a big “thank you” to all of Switzerland.
An epoch-making start with a touch of humor
The opening film does not begin with the official origins of Migros, but rather thousands of years earlier. It follows the presumed pioneers as they attempt to bring the idea of Migros to life. They all fail miserably—until, 100 years ago, the right moment finally arrives.
A Year of Thanks
The film makes it clear that Migros would not exist without Switzerland. It was only thanks to the country and its people that Migros was able to emerge, thrive, and develop into the institution it is today. Expressing gratitude to the entire population is therefore more than appropriate. To that end, Migros is taking it a step further and consistently calling itself «Merci» during its anniversary year. In this way, it is placing all its communication efforts across every touchpoint under the banner of its anniversary and its gratitude.
The kickoff at the start of the year will be followed by further events leading up to the actual anniversary in August. Further details are not yet known.
Responsible at Migros Supermarket: Remy Müller, Frédéric Zürcher, Désirée Strassmann, Michèle Leibacher, Janine Zundel (Campaigning), Simone Blaser (Media). Responsible at Wirz Group: Lorenz Clormann, Jannic Mascello, Yannick Schaller, Nico Schläpfer, Livio Dainese, Laura Schädler, Nina Riesen, Vanessa Lehmann-Spalleck, Erasmo Palomba, Nora Moussa, Ruwanie Hayoz, Giovanni Bucca, Yussef Serrat, Corinne Räber, Günter Prächt, Oliver Fäs, Jonathan Müller. Film production: Frank Siegl, Andrea Roman-Perse, Wiebke Feit (Zauberberg Productions x Feit Film), Vedran Rupic (Director), Martin Ruhe (Director of Photography), Ulrich Kreis (Producer), Adrian Cristea (Production Designer), Wiebke Warndorf (Post-Production), Bobby Good, Elias Nilsson, Wolfgang Weigl (Editor), Marta Carbonell Amela (VFX Creative Director), bEpic GmbH (VFX Production), Florian Metzner (Color Grading), Catherine Weber (Online). Music: Sizzer (Music Agency), Mees van der Velde (Music Producer), Richard Aardenburg (Music Supervisor), Michiel Marsman (Executive Creative Director), Sander van Maarschalkerweerd (Executive Music Supervisor). Audio: Jingle Jungle (recording studio), Patrick Steinmann (producer), Nina Cutkovic and Federico Bettini (sound design), Federico Bettini (edit). Photo production: VisualEyes International. Animation: Next Hype. Media: Dynamo Team from Dentsu Switzerland.
