Migros vs SMG Swiss Marketplace Group

Migros Café Royal Campaign Focuses on Coffee Moments

Swiss retailer Migros is repositioning its private-label coffee brand Café Royal with a new campaign developed by Zurich agency Morning. The creative centers on the emotional experience of drinking good coffee, emphasizing the small breaks it provides from daily routines. The campaign's core consists of two film spots with original soundtracks, adapted for TV and online in various versions. The music, including a reinterpretation of Camille Yarbrough's song "Take yo' praise" with Great Garbo and Vivaldi's "Four Seasons," is designed to convey the transition from everyday moments to indulgence. In addition to films, the campaign uses posters, digital out-of-home (DOOH), and static and animated online formats.

• Café Royal launches a new brand campaign developed by agency Morning.
• The campaign uses two film spots with soundtracks for TV and online.
• Music includes Vivaldi's 'Four Seasons' and a reinterpretation of Camille Yarbrough's 'Take yo' praise' with Great Garbo.

Morning Agency Wins Migros' Café Royal Campaign

Morning Agency, a Swiss startup founded less than a year ago, has secured a major account with Migros, the country's largest retailer, to reposition its Café Royal coffee brand. The campaign, featuring a soundtrack and visual effects, positions coffee as a moment of personal escape. Morning Agency's founders, with prior experience working on Migros at AY&R Exxtra, pitched the account and won it. Despite being a small team of six, they leverage a network of production partners. They also executed a high-profile rebranding for the Audi Revolut F1 Team (formerly Sauber) under strict compliance confidentiality. Morning Agency also serves clients like Arosa Tourismus and Akos Santé. The agency emphasizes its agility, strategic and media expertise, and its ability to integrate these competencies at every stage of a project.

• Morning Agency, a Swiss agency started under a year ago, has won the Café Royal campaign for Migros.
• The campaign aims to reposition Café Royal coffee, using music as an emotional vehicle.
• No AI-generated content was used in the final campaign, but AI was used in the concept phase.

IP-Suisse Launches Nature Documentary-Style Shopping Campaign

IP-Suisse, a Swiss agricultural label, has launched its new campaign 'The Nature of Shopping' (Die Natur des Einkaufs), depicting everyday supermarket purchases in the style of a nature documentary. The campaign centers on IP-Suisse's brand principles: animal welfare, biodiversity, and nature-based crop cultivation. It shifts the focus from the farm to the consumer's purchase decision in the supermarket. The films, created by Swiss agency Rosarot, use documentary-style narration to highlight the impact of choosing IP-Suisse products. Migros, a long-standing partner, supports the campaign by providing its products and stores as the campaign setting and also acts as a sender in an extension of the campaign with adapted endings and packshots.

• IP-Suisse launched the campaign 'Die Natur des Einkaufs' on September 11, 2026.
• The campaign was conceived and implemented by the creative agency Rosarot.
• The campaign films depict shopping situations in the style of a nature documentary.

SMG announces leadership changes in Real Estate and corporate functions

SMG Swiss Marketplace Group announces leadership changes in Real Estate and corporate functions, as detailed in a press release dated September 22, 2026.