Return of the #Grillitarier
for MIGROS

In German we refer to different eating habits with different wordings. In fact, so much that we created a new species for barbecue lovers: the Grillitarier - all of them eat differently (fish, vegi, meat, flex) but have a mutual love for barbecue. And no matter what your preference is, everything for Grillitarier can be found at the MIGROS.

When the 2nd year of the campaign started, we focused on individual barbecue rules and played them in a range of new ads. Plus, we digitalized barbecue with the Grillitarier Buddy, a progressive web app that gave users tons of content and tools for the whole summer.

Personal highlight: After at one point being the only copywriter on this job, I could feel the “junior” growing out of me.