In 1941, Gottlieb Duttweiler laid the foundation for today’s Migros by transforming his stock corporation into a cooperative.
For the first time in the cooperative’s history, we turned Duttweiler’s original idea into the advertising idea for the umbrella campaign by focusing on the Migros owners.
All 2.2 millions of them.
Sometimes the focus lies on cultural diversity – people from all walks of life are owners. Other measures focus on topics that are close to the owners’ hearts and therefore Migros’ heart: Sustainability, regionality or health.
Be it in the local Migros shops or in a small, Spanish village: Migros owners everywhere are proud of the things that makes their store so special.