With the summer season, Migros Deniz Market reopened, increasing traffic in seaside stores. To reach shoppers memorably and boost store traffic and sales, a fresh approach was needed.
Fedon, a figure strongly associated with summer, was chosen as the face of the campaign. In the film, Fedon is surprised to learn that Migros Deniz Market opened the season before him and then discovers Migros' quality and free delivery. Migros became the most talked-about market of the summer.