Early end for the price gnome campaign

Spokesman Urs-Peter Naef explained the decision to the Sunday newspaper by saying that the "Sparzwerg" had not generated the hoped-for sympathy among customers and the public. In fact, shortly after the first broadcast last year, the Association of People of Small stature in Switzerland (KVM) spoke out and harshly criticized Migros. The campaign conveys an image of small people, as it is known from the circus. It was difficult to gain sympathy on the subject of price cuts, said Dominique von Matt of the advertising agency responsible, Jung von Matt/Limmat. In addition, consumers were confused by the fact that the Miggy piggy bank was also used to advertise low prices. However, this is not the first time that Migros has come under fire for advertising with small-format products. About two and a half years ago the retailer advertised a range of products featuring smallwhich did not go down well with the KVM and the disability organization Pro Infirmis.