MIGUSTO
More fun in the kitchen
Building on its full-fledged omnichannel expertise, Branders developed the new cooking platform from strategy over concept to front-end development. This includes the development of use cases, omnichannel customer journeys and a concept to personalize the experience throughout the platform. Further, a tag concept was developed in collaboration with SEO specialists in order to show the most suited content and propose appealing recipes based on personal preferences.
Migros bundled its offering around cooking under the brand Migusto which is the name of the interactive cooking platform. Whether vegan or nose-to-tail aficionado, Migusto’s recipes tickle everyone’s taste buds. The smart integrated concept allows for an intuitive and uplifting experience across devices in full appreciation of the cooking delights: pure joy in the kitchen for beginners, amateurs and connoisseurs alike.
Mom, dads and singles have a new, quick and fun way to address the notorious kitchen question: «what shall I cook today?». The search filter makes it easy to find the fitting recipe – regardless of preferences, taste, time of the day or supply cabinet.
Migusto users receive individual recipe inspiration matching their own cooking proficiency and eating habits and in full consideration of possible food intolerances. Favorite recipes, inspiring kitchen stories and helpful tips and tricks can be saved on one’s individual profile to be read and tried later or cooked again and again.
Whether one is staring at a recipe for the first time or is an experienced cook, everyone finds just what he or she needs on Migusto: from seasonally curated recipes to one’s own favorites. Thanks to the easy-to-follow tips and tricks as well as the guided how-to videos, Migusto brings spontaneity and lightheartedness into every kitchen.
Responsible at Migros: Roman Reichelt (Head of Marketing and Communication), Kjell Bernsmann (Project Lead), Miriam Benz (Head of Cooking Club), Sake Demont (Project Lead), Philippe Lingenhel (IT), Larissa Matkovic-Kilibarda (Project Lead), Rafael Schwarzmann (Project Lead Digital Communication), Falvia Farro Grunder (Head of Culinary and Nutrition).
Responsible at Branders: Thom Pfister (Creative Director), Marisa Güntlisberger Director Omnichannel Experience), Thomas Hausheer (Creative Brand Technologist), Martina Keusch (Executive Brand Designer) Barbara Huber (Brand Assistant),
