The Migros Family

The term «Migros-Familie» first appeared in 1945, referring to both the families of Migros cooperative members and the greater community of cooperative members. The shortened name «Familie M» was introduced in 1949, with the release of an eponymous image film. The family’s newest member is the Famigros family club.

«They’ve always had it a little better than other families», proclaims the ad, which in August 1945 coined the term «Migros-Familie». A portrayal a middle-class family of four promises that the Migros family will «carry on»; when the economy recovers after the Second World War, the Migros family will be the first to «benefit from the improved circumstances». While the cooperative member’s family may share Gottlieb Duttweiler’s ideals, it is fundamentally organised around consumption, as shown in the key scene in the 1949 «Familie M» film, where all Migros products vanish from the dining table and magically disappear from the apartment – much to the Moser family’s horror. Further Migros family ads also depicted the family members are celebrating new consumer products in the 50s.
Since 2012, Migros families can also become a member of Famigros, the Migros family club. «Famigros makes family life better», says its website, offering «tips and expert advice on the family» as well as «special offers and much more when shopping for the family».