Takko Signs Michelle Hunziker for Its Autumn/Winter Campaign
TL;DR: Fashion discounter Takko has signed TV presenter Michelle Hunziker as the face of its AW 2026/27 campaign, launching a 20-second spot on 10 September across German TV and major streaming services — amid a reshuffle of its marketing and finance leadership.
What Takko launched
Takko has made Michelle Hunziker the testimonial for its autumn/winter 2026/27 campaign, presenting six looks, with media handled by Mediaplus. A 20-second spot launches on 10 September across RTL, Sat.1, ProSieben and Vox, plus streaming services including Prime Video, Netflix, RTL+, Joyn, HBO Max and Disney+.
The launch coincides with executive changes: CFO Stefan Macheleidt and marketing director Matthias Lueg are departing, with CPO Sebastian Weber now leading marketing.
Marketing Minute's read: a value retailer buys reach and reassurance
A celebrity testimonial from a value retailer is a familiar but effective move. Hunziker is a broad, family-friendly, mass-appeal face, and that is precisely the point — discount fashion wins on volume, so the job of the campaign is maximum reach and a shot of aspirational reassurance that cheap need not mean cheap-looking.
The media plan tells the strategy. Blanketing both linear TV and a long list of streaming platforms signals Takko is chasing total video coverage across how Germans actually watch now — the older linear audience and the younger streaming one in a single buy. For a value brand, ubiquity is the message.
The leadership subplot
Launching a flagship campaign while the CFO and marketing director are on their way out is notable. It suggests continuity of marketing ambition through a period of management turnover, with the campaign machine running regardless of who sits in the chairs.
For marketers, the reminder is that brand momentum should not be hostage to org-chart churn. A value retailer cannot afford to go quiet during a leadership transition; the smart move is exactly this — keep the big seasonal push on track and let stability show up in the market even while it is being rebuilt internally.
Quick FAQ
Who is fronting Takko's autumn campaign?
TV presenter Michelle Hunziker, as the testimonial for Takko's AW 2026/27 campaign, presenting six looks with media by Mediaplus. The 20-second spot launches on 10 September 2026.
Where is the campaign running?
Across RTL, Sat.1, ProSieben and Vox, plus streaming services including Prime Video, Netflix, RTL+, Joyn, HBO Max and Disney+ — a total-video coverage play.
What's the leadership context?
The launch coincides with executive changes: CFO Stefan Macheleidt and marketing director Matthias Lueg are departing, with CPO Sebastian Weber now leading marketing.
A mass-appeal celebrity plus a blanket TV-and-streaming buy is a value retailer's playbook: reach plus reassurance that cheap needn't look cheap. Running it during a CFO and marketing-director exit is the real lesson — brand momentum shouldn't be hostage to the org chart. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: for a value retailer, ubiquity is the message — total video coverage plus a mass-appeal face — and brand momentum shouldn't pause for leadership turnover.
When your marketing leadership is in flux, do you keep the big push running or wait — and what does going quiet cost?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Meedia, Presseportal (Takko), Textilwirtschaft.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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