Y&R: Campaign launched for Migros Sélection
Y&R Group Switzerland has developed a new campaign for Migros Sélection. The tagline is: You can argue about how it’s prepared, but not about the quality.
The TV commercials take place where the advertised products come from: in France, Ireland and Italy, according to a statement. You see people who are very familiar with the preparation of the products, if it weren't for the critical friend or mom who supposedly know even better. And already passionate discussions arise in the respective original language: When does a Brie have the correct serving temperature? Does Aceto di Modena go well with desserts? Should Irish beef be seasoned before or after roasting? The commercials leave it open as to who is right and refer to the new Website by Sélection, which is the centerpiece of the campaign.
On the site, the questions from the TV spots are discussed further by nine experts and it should quickly become clear: even among experts, people don't always agree. The participating experts include Matterhorn innkeeper Vrony Cotting-Julen, Michelin-starred chef Thuri Maag and food scout and book author Dominik Flammer. In addition, there are tips, recipes and background information on the website. And visitors are also involved: they can have their say, ask the experts questions, upload their own recipes, and rate and comment on the Sélection products.
Further questions about the preparation of selected Sélection products are distributed via banners as well as advertisements, brochures and POS measures, which lead directly to the respective expert clips via QR code. The campaign, which aims to make Sélection products more of a topic in everyday life, is now in use.
Responsible at MGB: Marc Engelhard (Head of Marketing Communications), (Jürg Spring (Head of Brand/Label Management), Nadine Hess (Senior Project Manager Migros Brands), Christine Friedli (Project Manager Migros Brands), Dirk Worring (Head of Digital Marketing) Nadine Delakovitz (Project Manager Media), Christine Kunovits (Editor-in-Chief Seasonal Kitchen), Flavia Zarro (Deputy Editor-in-Chief Seasonal Kitchen). Responsible at Y&R Group Switzerland: Markus Gut (CCO), Martin Stulz, Dominik Oberwiler (CD), Michael Gallmann (AD), Sven Rufer, Markus Rottmann, Julia Brandstätter (text), Nora Angstmann (graphics), Susan Baumgartner, Tanja Birrer (consulting), Scarlett Gaus (strategy), Cem van der Schaar (FFF). Film production: Pumpkin Film, Sonja Brand, Directed by Kasper Wedendahl, Cinematography by Tommy Wildner, Photography by Alessandro De Alberto, Claudia Linsi, Directed by Online Films: Alexandra Fisher. Website: Daniel Bieri (ECD), Alan Ganguillet, Sandro Kümin (Design), Dieter Boller (Text), Lisa Indlekofer, Michael Hoehn, Dominik Cattaneo (Flash and Multimedia Development), Sina Wiederkehr, Dogan Oezgen, Manuel Meier (Templating, Content), Rigobert Mihle, Oliver Läubli (Programming), Eva-Maria Boretti, Jürgen Vanicek (Consulting).
