Lobster for the people

Since its inception, Migros has made it possible for customers to buy products they were previously unable to afford. Launched in 2005, the Sélection product line continues this proud tradition.

In its advertisement for lobster in 1946, Migros promises a ”delicacy and feast for the eyes“ in the form of a ”preserved part of the tropical ocean shores of Cuba“. The war is over, but many foods are still not, or not always, available. After many years of food rationing, the customers appreciate such delicacies from Migros, and even more so because they are sold at reasonable prices.
The specialities are offered in the Migros shops, above all before important holidays such as Easter and Christmas, when the poorer people also want to spoil themselves. Hence, the Brückenbauer advertises in 1948 a ”Good Friday plate“ – richly laid out with asparagus from California, salmon from Alaska and tuna from Peru.
The slogan ”Luxury at grocery prices!”, with which Migros boasted at the time of the economic miracle, becomes even more appropriate in autumn 2005 with the introduction of Sélection products. Then, just as ”light pink salmon“ was a delicacy in 1955, the crayfish tails are today which can be ”enjoyed by anyone occasionally“ -- with the difference that the Sélection products are available throughout the year.