Migros From the Region
30 words for apple core

We find it ama­zing that the Inu­it have 50 words for snow. But how cra­zy is it that we Swiss Ger­mans use 100 words for the bread heel? Or 30 dif­fe­rent regio­nal words for the apple core. 

Yes, some say Bütsch­gi, some Bätsch­gi, some Bitz­gi, Ürb­si, Bixi, Inn­dri, Huusi and so on.

Switz­er­land is a coun­try of regio­nal diver­si­ty. Espe­ci­al­ly when it comes to food. Migros stocks over 9000 dif­fe­rent pro­ducts ‘From the regi­on’. And as regio­nal as the pro­ducts are, so are our regio­nal names for the­se items — this is our simp­le cam­paign idea.

The cam­paign starts on social media with a pic­tu­re of a pota­to and the ques­ti­on ‘What do you call it in your region?’

And thou­sands respond.

The cam­paign then appears in count­less other chan­nels, from TV to ban­ners, pos­ters and, of cour­se, at the POS.

→ see all the work

Switzerland Tourism
Bee Hotels

Galaxus
Warehouse Hits

CoffeeB
The O’s of Coffee

Migros From the Region
30 words for apple core

UBS
Moments of Ageing

Tixi
Driver Recruitment