All that remains of the fruit

Retail Migros and Exxtra Kommunikation are launching a spread without granulated sugar Last year, the Swiss spent around 638 million francs on their daily jam indulgence. No matter which retailer they shop at, they are spoiled for choice when it comes to the spread shelf. For Migros customers, this has become even greater: With Pure Fruit, the retail giant, which accounts for around 48 percent of the jam market in terms of volume, has introduced a new own brand. The spread, which is sweetened with fruit juice concentrate instead of granulated sugar, is aimed at "small households that value a healthy diet". According to Migros media spokesperson Urs Peter Naef, the introduction of the 185-gram jars is also intended to satisfy customer demand for small jars. The fact that a jar of Pure Fruit costs about the same as a 500-gram jar, namely CHF 2.50, is justified by the fact that an equivalent product from the health food store costs even more. For the launch of the new own brand, Migros' in-house agency Exxtra Kommunikation decided against presenting pack shots and models. Instead, the creative team led by CD Dieter Hofmann focused on dramatizing the USP - 100 percent fruit, 0 percent granulated sugar - and showing the only fruit not contained in Pure Fruit: the stone of the apricot and the herb of the strawberry. "The rest", says the ad copy, "we have filled a glass for you". The new creation is available in other flavors in addition to the varieties shown on the two images.
Pure Fruit contains fruit - and only fruit.

Simone Keller