In 2025, few marketing campaigns stood out like MG Tunisia’s “Our Anniversary, Your Gift.” It was a lively and emotional celebration of the brand’s 140-year history. While many companies celebrate anniversaries with discounts or sales, MG chose a different path. It invited its customers to a heartfelt cultural celebration. This turned a corporate milestone into a national moment of joy.
A Brand Steeped in Tunisian Heritage
Founded in 1885, MG has long been a staple in Tunisian retail, evolving alongside generations of customers. For its 140th anniversary, the brand didn’t just look back — it looked outward, towards the very people who helped build its success. “Our Anniversary, Your Gift” wasn’t just a slogan; it was a promise of gratitude.
The creative direction from Agence TBWA\Tunis celebrated Tunisia’s rich culture. It also added some humor and a theatrical touch. The main event of the campaign was a fun, staged wedding-style party. It was not for a bride and groom, but for a brand and its customers.
Cultural Storytelling Meets Festive Engagement
The campaign brought to life a uniquely Tunisian experience, mixing humor, nostalgia, and national pride. The celebration was like a traditional Tunisian wedding. It had lively music, traditional costumes, dancing, and the strong energy of a community coming together.
A key creative choice was using the famous song “La danse des canards” (“The Chicken Dance”). It was reimagined with a local Tunisian touch. This fun and playful addition made the experience lighter. It quickly became popular on social media as users shared clips and memes about the campaign.
This campaign was more than just a marketing stunt. It reflected Tunisian society, which is joyful, close-knit, and full of tradition. By using common cultural references, MG made something that felt more like a community celebration than a brand ad.
Gifts That Go Beyond Discounts
True to its name, the campaign offered actual gifts to shoppers across MG’s stores. These gifts ranged from small tokens of thanks to large product bundles. They were all meant to reward loyal customers who have supported the brand for many years.
Rather than merely offering price slashes, MG emphasized value and connection. The gesture said, “You’ve been with us for 140 years — now it’s our turn to thank you.” This approach increased customer loyalty and created more in-store engagement. There was a rise in foot traffic and average purchases during the campaign.
Digital Reach and Social Buzz
MG’s campaign also made waves on social platforms, particularly TikTok and Instagram. The funny, theatrical “wedding” scenes were made into short videos. These videos were shared widely, creating a viral effect. This helped the campaign reach more people than just TV or in-store promotions.
Hashtags like #MG140ans and #NotreAnniversaireVotreCadeau became popular locally. Thousands of users engaged with the brand. They shared their own videos. They copied the fun dance scenes from the campaign. They also showed appreciation for MG’s focus on customers.
The Emotional Core: Turning Customers into Family
The emotional impact of the campaign was what truly set it apart. In a world where many retail brands seem distant and impersonal, MG has made its brand feel more human. It is not just a place to shop; it is part of the Tunisian family.
By choosing to focus on emotion, culture, and humor — rather than hard-sell tactics — MG showed that celebrating a brand’s anniversary can be an opportunity for meaningful storytelling and deep community engagement.
Marketing Lessons from MG’s Success
- Make It About the People – MG made the campaign customer-centric, focusing on gratitude and shared experience rather than self-congratulation.
- Lean into Local Culture – The use of Tunisian traditions gave the campaign authenticity and emotional weight, turning it into something people genuinely wanted to be part of.
- Be Bold, Be Playful – Humor and theatricality helped MG stand out in a cluttered media environment and made the campaign highly shareable online.
- Multichannel Execution – From in-store activations to social media and video, the campaign succeeded by reaching people wherever they were — and giving them something they’d want to talk about.
Final Thoughts
MG’s “Our Anniversary, Your Gift” campaign didn’t rely on flashy tech or celebrity endorsements. Instead, it used what many brands overlook: heart, culture, and storytelling. In doing so, it not only celebrated 140 years of success — it laid the foundation for many more, with a new generation of loyal customers who now feel more connected than ever.
you can see the video campaign here: https://www.adsoftheworld.com/campaigns/our-anniversary-your-gift
