Migros is Switzerland’s largest food retailer and structured as a cooperative association with more than two million members. Founder Gottlieb Duttweiler was concerned about the health of his customers and stipulated nearly 100 years ago that Migros would not sell alcohol. As market situations change and consumer needs for convenience and one-stop-shopping have become more important, the issue was put to a vote among Migros’ cooperative members in 2022.

The problem: Many saw this as a betrayal of their founder's values and a greedy business move.

The brief: developing a campaign that would promote the vote while avoiding a shitstorm. That meant taking a neutral stance and emphasizing the core values of Migros as a social and democratic cooperative, rather than pushing for a “yes” or “no” vote. Objectives were a positive media coverage, igniting a public discussion, getting new cooperative members and a high voter turnout.

To promote the vote, we utilized a product idea instead of a "usual” campaign and invented the very first Migros beer. It was directly linked to the outcome of the vote. OUI or NON? With or without alcohol? No matter the outcome, there would be reason to celebrate. Should the pro vote come through, the OUI with alcohol would be released. Should the opposition win, they could celebrate with the non-alcoholic NON. This changed public perception completely: Instead of divisive politics, a fun product took the stage. And instead of talking about the "sinister" aspect of selling alcohol, people were discussing which beer they would prefer to see in their supermarket in the future. The Migros Beer thus not only made the results more tangible and illustrated Migros’ neutral, democratic stance in a striking way, but also gave the story a much-needed positive twist.

The decision to vote on the issue was highly controversial. To avoid damaging Migros' reputation, it was crucial to take an active role and steer the story. By transforming the complex issue into a tangible product, we gave the story a positive twist with news value. 

Target audiences included not only existing cooperative members, but also members of the press and the Swiss public in general. 

From the initial press release, to the availability of management for interviews, to a post-vote press conference and a pre-launch press mailing of the beer, we kept the press interested. Earned media was flanked with numerous articles in the weekly Migros magazine. 

Throughout, Migros remained true to its democratic approach and pursued a neutral core message: every opinion is welcome, every result is a cause for celebration. In the end, it's up to you. 

After an initial press release the Migros Beer was immediately picked up by the media. Content pieces in Migros owned channels gave background information and portrayed Pro and Con arguments via expert interviews as well as public surveys throughout the whole campaign period. 7 TV Spots, OOH and Print flights as well as Display Ads and Online Video placements provided additional reach.

Timeline:

21.03. – 31.08.22 (Phase 1) Promotion of vote

15.10. – 30.10.22 (Phase 2) Promotion of product launch

Placement:

Owned channels (Migros Magazine issued weekly to all cooperative members, Newsletters, Landing Page) / TV spots on national TV / National OOH Flights / print ads in the Sunday press / Display and Online Video Ads on Instagram / Facebook / Youtube and various Swiss advertising networks / POS in all Migros stores

The launch itself used the same channels and placements, benefiting from the existing media buzz.

Voter turnout:

- 20’515 new registered cooperative members

- Highest voting participation in Migros history (30% of 2.3 million registered cooperative members)

A national debate:

- 5,187 earned news articles

- Total advertising value equivalent of CHF 14.72 million (more than ten times of the invested media budget)

- Earned Reach: 47.8 million (radio and TV), 222.2 million (Print), and 129.4 million (online)

- Social post reach of 1.72 million (organic 620k vs. 1000k paid), Post engagement rate of 3.8%

Successful new product

- Rise of Migros’ revenue in the alcohol-free beers segment by 85%*

- Rise in Migros’ market share in the alcohol-free beer segment by 47%*

- Repurchase rate that is 80% higher than average for similar products*

(*Period: October – December 2022)