Better Choices, Better Options, Better Future
Our CHL Türkiye initiative, led by Turkish retailer Migros Ticaret in collaboration with 11 manufacturers with co-chair Danone, launched the Migros Wellbeing Journey in 2018. In the scope of this initiative, Migros aimed to create awareness and positive behaviour change in customers about healthy living and increase sales of the main food groups.
The Wellbeing Journey, publicly endorsed by Özgür Tort, CEO of Migros Ticaret and a CGF Board Member, created shared value by working in collaboration with the state, manufacturers, employees and customers, in order to build a healthier society. The project includes the integration of both physical and digital channels. The main focus is to analyse the current purchases of customers in order to guide them to healthier purchases thereby supporting a more balanced nutrition.
The project is structured through Migros Mobile, the mobile application used by Migros customers, but reinforced with physical events in-stores to empower the perception and increase the impact. Click here to see the lastest results.
The Wellbeing Journey was also endorsed by the Turkish Ministry of Health, who allowed Migros to use and reference their resources and data.
CHL Türkiye was the first of our initiatives to really help drive behaviour changes through a mobile app. Migros was able to customise its own app in order to provide consistent messages, personalised wellbeing offers, calorie breakdowns and personalised shopping chart data. Together with social media, print media and employee support, Migros Ticaret delivered a full 360-degree communication strategy to help support its Wellbeing Journey.
Perhaps the most impressive part of the CHL Türkiye initiative is the results. As of 2023 it has reached 5.4 million customers with face-to-face trainings on healthy living via dietitians and dentists, through its app which reported an overall +30% healthier behaviour engagement. With over 75 stakeholders including public and private sector bodies, Migros reported over 15% growth of sales of healthier and more sustainable products.
Migros Ticaret in collaboration with 11 manufacturers with co-chair Danone, launched the Migros Wellbeing Journey.
To help drive behaviour changes through a mobile app. With social media, print media and employee support, Migros Ticaret deliverred a full 360-degree communication strategy to help support its Wellbeing Journey.
Adding in-app messages about sun protection and promoted offers on skin protection products.
Short videos with dietitians from the Anadolu Medical Center, who emphasised the importance of each food group, their nutritional value and the positive impact on immune systems.
A marketing campaign in dedicated gas stations to promote healthier snacks.
The “Migros Healthy Growth Guide” prepared by the Turkish Food Safety Association (TFSA) and Migros is given to children as a gift during the tours where the importance of balanced nutrition and exercise is emphasised. To date, more than 176,000 children have had access to educational materials and activities within the scope of the initiative. Read more.