Observed Signal · Sep 21, 2026 · Client Win · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
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.
The article is about a small startup agency winning a significant client (Migros) in the Swiss market, which is notable for the agency but has limited global impact on the AdTech industry.
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Key Takeaways & Evidence Grounding
- 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.
- Morning Agency executed over 150 assets for the rebranding of Sauber to Audi Revolut F1 Team.
- The agency currently has six employees and serves clients including Migros, Audi Revolut F1 Team, Arosa Tourismus, and Akos Santé.
Connected Companies & Entities
2 Entities mapped“Migros is one of the most important advertisers in Switzerland....”
“Migros otherwise works with larger agencies like Thjnk and Wirz....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Andermatt launches late‑summer 'Summer, elevated.' campaign
Andermatt Swiss Alps has launched a late‑summer campaign titled “Summer, elevated.” produced by Zurich agency Marty—Trezzini. The campaign centers on five bespoke visual worlds that emphasize alpine summer lifestyle at 1,444 meters, and the agency developed a modular creative system of more than 200 assets. The rollout includes digital channels and Digital Out‑of‑Home placements across Switzerland and international markets, with locations such as Milan, Geneva Airport and Zurich main station, plus a 15‑meter megaposter at Zurich’s Fraumünster. Katharina Rapp (Director of Marketing) and Isabelle Städtler (Destination Marketing Manager) are named as the campaign leads at Andermatt Swiss Alps. The article was published on August 17, 2026.
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.
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