Behind Migros there is much more Migros

From the cult Ice Tea Lemon to the washing-up liquid Handy to the popular Candida toothpaste, the employees of the various Migros industrial operations produce around 10,000 articles that are only available at Migros. In close cooperation between the cooperatives, the Migros industry and the Federation of Migros Cooperatives, the multi-year initiative "From us. From here." has been developed.

"'From us. From here.' reflects back on our DNA, on the heart of the Migros brand. It focuses on the rich range of products that we make ourselves. These products are part of the Migros identity, just like the orange M," says Marc Engelhard, Head of Marketing Communications, explaining the significance of the initiative.

At the center of the launch campaign are two spots featuring different typical Migros products. Viewers imagine they are on a journey through the store and its associated industrial plants. The spots show, for example, the humorously exaggerated production worlds of Anna's Best Pizzas or those of the cult lemon ice tea. 16 production sites were documented in advance. Only then was it decided which were particularly suitable for the story to be told. The industrial plants and the Migros branch in the TV spots were integrated into the spots partly by means of real replicas, partly by means of complex 3D computer graphics. Four days were spent filming in a large hall in Lausanne. "We have never recreated a branch and six different industrial locations in one hall at the same time. This required a lot of preparation work from the production company, the agency and especially the director," Marc Engelhard specifies the production.

The launch of the "From us. From here." program will be accompanied by a collection campaign in which surprise packages containing products from the company's own industry will be given away. This campaign is supported by a TV reminder spot, a special cover of the Migros magazine, as well as posters, advertisements, and online advertising media. Various POP measures also bring "From us. From here." into Migros stores.
"After 'Generation M', we are launching a program for the second time that is much more than an advertising campaign. 'From us. From here.' is an initiative that comes straight from the heart of Migros and combines many different programs," says Marc Engelhard. The campaign now is just the beginning, Migros' Head of Marketing Communications continues.

TV commercial cut variant with cult Ice Tea lemon:

TV commercial cut variant with cell phone and bifidus:

Making-of TV spots:

Reminder surprise package:

Responsible at Migros: Hansueli Siber (Head of Marketing), Marc Engelhard (Head of Marketing Communications), Roman Reichelt (Head of Umbrella Brand), Désirée Strassmann (Project Manager Umbrella Brand), Philipp Kuonen (Project Manager Umbrella Brand), Lara Rohrer (Intern Umbrella Brand), Philipp Marquard (Head of Media), Simone Blaser (Project Manager Media). Responsible at Jung von Matt/Limmat: Alexander Jaggy (Executive Creative Direction), Samuel Christ (Creative Direction), Mateo Sacchetti, Maren Beck (Text); Daniel Serrano, Mario Moosbrugger (Art Direction); Lukas Frischknecht (Graphics); Sarida Bossoni, Deborah Herzig (Art Buying); Thomas Steiner, Marie-Hélène Thornton, Sebastian Suter (Consulting); Philipp Bühler (public relations); Caro Büchel, Pumpkin Film (producer); Alex Feil, Götz Hudelmeier (direction); Jan Döppert (camera); Hear Dis (music); Jingle Jungle (mix); BaconX (post production); Tobias Stahel (photography); Lorenz Wahl (image editing). Responsible at Wirz Advertising: Valentin Cheli (art direction/realization); Ada Tanner, Barbara Hartmann (art direction); Katja Schlosser, Seung-Yun Oh (graphics); Franziska Pennington (text); Hanspeter Schweizer (creative direction); Gordon Nemitz (strategic planning); Marion Schwager, Christine Zeller (consulting); Nicole Suter (art buying); Peter Hebeisen (photography); Fluxif (3D/rendering).