Thank God it's Monday

In the new M-Budget campaign, the cult brand wants to sweeten Mondays: tired from the weekend, getting up early, having five working days ahead of you, planning to eat less sweets for the new week and doing more sport - all that is Monday. And it's all annoying. So why not do something good and sweeten the most unpopular day of the week for young people? That's exactly what M-Budget and, in cooperation with the agency Jung von Matt/Limmat started a revolution against the lousy Monday mood of Generation Y and Z. The aim was to transform the most unpopular day of the week into a weekly highlight with entertaining, surprising content and to create a good mood with funny campaigns and competitions. With guerrilla measures in Zurich, Bern, Basel, Lucerne and Lausanne, the cult Migros brand surprised young Swiss people where they are at the start of the week: At universities, technical colleges and vocational schools. Whether with a free breakfast in exchange for a smile, with demonstration groups marching through the busiest streets with banners on the theme of Monday or with young people waving slogans like at the "Speakers' Corner" - the measures attracted the attention of young and old alike.

The launch was accompanied by a film and distributed as entertaining video content on M-Budget's owned channels. To additionally publicize the message "Thank God It's Monday" on social media, M-Budget cooperated with the influencers Andrea Monica Hug, Pascal Erb, Cielle Noire and Morgane Schaller for the launch of the campaign and called on the community to become part of the Monday revolution with the hashtags #TGIMonday and #mbudget. In addition, the page www.tgimonday.ch launched.