Observed Signal · Jul 23, 2026 · Marketing Campaign · Source: Lebensmittelzeitung · Impact: 1/5 · Sentiment: Neutral
Migros recruits apprentices via iced tea packaging
Swiss retailer Migros printed QR codes on 354,000 iced-tea packages of its private label to promote open apprenticeship positions and inform a young audience about vocational training. The campaign products will be sold in stores and distributed at career fairs across Switzerland. Migros reports that 1,297 new apprentices will start their training in early August and that most positions for the new training year are already filled. The company states it offers 55 apprenticeship occupations and trains about 3,300 young people, calling itself the largest trainer in Switzerland. In the previous training year 877 people completed their apprenticeships, with a reported success rate of 96%.
Minor retail marketing campaign showing use of product packaging / retail-owned channels for recruitment; of limited impact to broader AdTech/MarTech industry.
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Key Takeaways & Evidence Grounding
- Migros printed QR codes on 354,000 iced-tea packages of its private label to advertise apprenticeship opportunities.
- The iced-tea products will be sold in Migros stores and distributed at career fairs across Switzerland.
- 1,297 new apprentices are scheduled to start training at Migros in early August; the company says most places are already taken.
- Migros offers 55 apprenticeship occupations and trains around 3,300 young people, describing itself as the largest trainer in Switzerland.
- In the previous training year 877 apprentices completed their training at Migros, with a reported success rate of 96%.
Connected Companies & Entities
2 Entities mapped“The Swiss trading company Migros is drawing attention to its apprenticeship offer on 354,000 iced-tea packages of its own brand....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Swiss Federal Apprenticeship Campaign by Neu Creative Agency
The Swiss Federal Administration has launched a vocational training campaign developed by Neu Creative Agency to showcase the diversity of its 50 apprenticeship occupations. The campaign centres on four apprentices who wear bespoke neckpieces made from tools and materials of their trades. Creative assets include short films primarily distributed on social media, supplemented by digital formats such as in-game ads and selected print placements. The client is the Federal Office of Personnel (Eidgenössisches Personalamt, EPA); production was handled by schau with credits for photography, direction, DOP and sound design.
Migros Employer Campaign in Polaroid Aesthetic
ESE Agency has launched a national employer-branding campaign for the Migros Group, showcasing the diversity of roughly 90,000 roles across retail, gastronomy, leisure and food production. The campaign — available in German, French and Italian — uses a Polaroid-style visual aesthetic with handwritten employee quotes and features a central film using aerial shots to connect Migros locations and job fields across Switzerland. Contributors include staff from Denner, Migros Bank, Movemi, Migros Industrie, Galaxus and various Migros cooperatives. Materials will run on social media, at point-of-sale and across internal communications. ESE Agency has been Migros’ lead employer-marketing agency for about two years.
Coop Targets Apprentices with Authentic Employer Branding Campaign
Swiss retail giant Coop has launched a new employer branding video campaign titled "Choose your character" to recruit apprentices. Produced by the Zurich-based production company Filmgerberei, the campaign addresses a highly competitive apprenticeship market where young audiences easily detect staged content. The video features three actual apprentices openly sharing their initial fears—such as being treated as "just a number"—and explaining how these concerns proved unfounded in their daily work. This campaign marks another collaboration between Coop and Filmgerberei, who previously created an award-winning apprentice film together in 2022.
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