Publicis: Migros launches Cumulus-Green
Starting July 1, 2014, Migros will begin displaying the so-called “Cumulus Green Share” for its Cumulus customers. This will allow customers to see, for the first time, how sustainable their purchases are. Publicis is handling the communication for this new feature.
Migros has been rewarding its customers for their loyalty with Cumulus points for 17 years. Now a new dimension is being added. In future, Cumulus members will be informed about the proportion of their purchases made with products from sustainable production. For the Cumulus Green share, purchases of products that carry one of currently 12 sustainable labels will be recorded. Throughout the development of the concept, Migros has relied on cooperation with the WWF.
Publicis accompanied the development of Cumulus-Green up to its launch on the communications track.
Responsible at Migros Cumulus: Benedikt Zumsteg (Head of Customer Marketing), Roman Reichelt (Head of Umbrella Brand), Lisa Moser (Head of Cumulus Program Management), Alexandra Brunner (Head of Direct Marketing), Philipp Kuonen (Project Manager Umbrella Brand / CI / CD), Daniela Wettstein (Project Manager Strategy Umbrella Brand), Nathalie Lustenberger (Junior Project Manager). Responsible at Publicis: Wim Roelfs (CD), Carlos Mejia and Marvin Hugentobler (art direction), Oliver Gisi (text), Karin Lang, Dolores Baeza and Maria Gasieniec (consulting), Adrian Häni, Samuel Bollow and Flavia Hänni (DTP/lithography), Romeo Bucceroni (production consulting). Photography: Markus Müller.
