The year of celebration in orange

When MIGROS became MERCI

On 2 January, the illuminated orange letters on the roof of the FMC skyscraper on Zurich’s Limmatplatz were replaced. Instead of “MIGROS”, the word “MERCI” was displayed there all year, visible from afar – to say a big thank-you to its customers. The familiar logo was also changed to MERCI on the Migros app and in advertising.

A fondly remembered classic vehicle

From January onwards, an original Migros sales van from 1986 toured the nation, stopping in a hundred towns and villages, from Avenches to Zumikon. For many people, the van brought back childhood memories. And everyone loved the box-shaped classic vehicle, in which you could also shop, just like in the old days.

Two million gift packs

The anniversary year kicked off with presents. Back in January, anyone who had collected enough stickers could exchange them for colourful Merci boxes. Migros handed out 2 million surprise packages, each filled to the brim with well-known and popular Migros products.

Prices halved everywhere

Every month, supermarkets ran two specials offering a 50% discount. The series of anniversary bargains spanned everything from iced tea and washing powder to Lego excavators.

Fabulous shows

DAS ZELT hosted nine Migros anniversary shows in 15 cities. These featured performances from a wide variety of artists, from Mummenschanz to Famiglia Dimitri. Tickets were available for just CHF 9 - the same price as a theatre seat cost 100 years ago.

Festive atmosphere at supermarkets

Merci days held at Migros stores on 22 and 23 May included colourful bunting, photo spots, free welcome drinks and apricot tartlets for customers.

Roses for everyone

On 15 August, Migros gave away 1.3 million roses to mark its founder’s birthday. This gesture commemorated a remarkable campaign by the man himself, Gottlieb Duttweiler: in 1947, Duttweiler slashed the price of cut flowers so everyone could afford them, not just the rich.

Dutti’s life in 90 seconds

A very special Migros advert premièred in August: in time-lapse form, but with great attention to historical detail, the ad showed how “Dutti” and his wife Adele overcame great resistance before finally founding Migros.

Time travel on newspaper

On 1 September, Migros published a special edition of its magazine, dedicated entirely to the company’s history. We learnt some fascinating facts too. For instance, that Duttweiler already showed entrepreneurial talent as a teenager, when he sold guinea pigs that he bred himself.

Big party for employees

Migros treated its employees to an huge party on 1-2 September. In all, some 43,000 employees enjoyed a lavish party in Mollis, canton of Glarus. Swiss stars such as Stephan Eicher, Lo & Leduc and Hecht performed live.