The owners of Migros
In 1941, Migros founder Gottlieb Duttweiler converted the then public limited company into a co-operative, making the Swiss people the owners of Migros.
Decades later, this gave rise to the owner campaign. If you own the company, you have a closer relationship with it and shop in your own shop, so to speak.
And every now and then someone even brags about being the owner of such a large shop.
The campaign achieved record levels of blind attribution and advertising recall and created a clear differentiator in the retail sector.