New Employer Brand for the Migros Group

Zurich-based creative agency ESE Agency and the Migros Group are launching a comprehensive employer branding campaign. It brings together a commitment to a livable Switzerland and the diversity of companies and professions, presented in a Polaroid aesthetic. This new campaign marks another milestone in the now two-year intensive collaboration with ESE Agency as the lead agency for employer marketing.

With over 90,000 employees and numerous companies across various sectors, the Migros Group is established as Switzerland's largest employer. Its diverse professional fields range from gastronomy and leisure to food production and classic retail. What unites these individual companies is the dedication and purpose behind the work. Under the unifying umbrella of the Migros Group's new vision, "A livable Switzerland for all," ESE conceived a new integrated employer branding campaign with various measures that place people at the center of their professional environment.

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And how do you contribute to a livable Switzerland?

The national campaign, available in German, French, and Italian, captures moments in a Polaroid style. Handwritten quotes from employees add a personal touch to the communication. It features individuals from various key companies such as Denner, Migros Bank, Movemi, Migros Industrie, Galaxus, and the Migros Cooperatives. Michel Ganouchi, Head of Employer Attractiveness at the Migros Group, comments: "The campaign symbolizes how our employees create a livable Switzerland for everyone every day. It is a tribute to the people who give identity to our companies and represent our employer brand."

This is how the Migros Group connects the country

At the heart of the campaign is an innovative and dynamic film that uses fast-paced aerial shots to demonstrate how deeply rooted the Migros Group is throughout Switzerland. The footage connects the various locations and professional fields into a cohesive whole. Mirjam Dias Durães, Senior Project Manager Employer Branding at the Migros Group, adds: "The opportunities at the Migros Group are as diverse as our employees themselves. We show that with us, you don't just find a job, but a role with purpose."

The holistic campaign is now running on social media, at various points of sale, and through other advertising materials for internal and external communication.  

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Another project in the portfolio

For ESE Agency, this project is proof of the success of their partnerships. "We are delighted to have been working with the Migros Group for so long," says Elia Binelli, Managing Director of ESE Agency. "As the lead agency, our goal was to let the real stories of the people behind the scenes come to life." The campaign marks another highlight in the now two-year collaboration between the Migros Group and ESE Agency. As the lead agency, they advised Migros conceptually and on the implementation of various campaigns, such as employer branding communication for the centenary anniversary, campaigning for apprentice acquisition, and various internal initiatives – both in-the-box and out-of-the-box.