Migros Ad Criticized for French Language Error, June 19

By Danny Kontos

June 19, 2026

11:11 AM

2 min read

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Key Points

Migros ad used standard French numbers instead of Swiss French terms.

Swiss French speakers use septante, huitante, nonante for cultural identity.

Viewers criticized the error as culturally insensitive and regionally tone-deaf.

Migros apologized and created corrected audio track for the commercial.

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Migros apologized after its latest TV advertisement used incorrect French number terminology that offended Swiss French speakers. The ad featured a cashier saying “treize soixante-dix” (13 francs 70) instead of the Swiss French “treize huitante” (13 francs 80). The mistake sparked swift criticism online, with viewers calling the error culturally insensitive and inconsistent with Migros’ regional branding.

Why Swiss French Numbers Matter

Swiss French speakers use distinct number terms that differ from standard French. They say septante for 70, huitante for 80, and nonante for 90, rather than the more complex Parisian terms soixante-dix, quatre-vingts, and quatre-vingt-dix. These words carry cultural identity for Romand speakers and represent a deliberate separation from France.

The Ad’s Language Mistake

Migros’ commercial, which aired during World Cup coverage, featured a cashier announcing a price using standard French number conventions. Viewers on YouTube responded with anger. One user wrote “What a shame,” while another said “It’s pathetic. Your ad sounds clearly German. Yet Migros prides itself on being ‘from the region.’ Disappointing.”

Migros Corrects Course

Migros acknowledged the error and apologized for the language mistake. The company stated: “We apologize for this linguistic error. In Suisse romande, terms like septante and nonante have identity-building significance.” Migros said the ad underwent multiple checks during translation but the error slipped through. The retailer created a new audio track to correct the mistake.

Final Thoughts

Migros’ language error highlighted the importance of regional cultural details in Swiss marketing. The quick correction and apology show how sensitive terminology matters to local audiences and brand trust.

FAQs

Why do Swiss French speakers use different number words?

Swiss French speakers use septante, huitante, and nonante to maintain cultural identity and distinguish themselves from France’s number conventions.

What number did Migros say incorrectly in the ad?

The cashier said ‘treize soixante-dix’ instead of Swiss French ‘treize huitante’ for the price of 13 francs 80.

How did Migros respond to the criticism?

Migros apologized, acknowledged Swiss French cultural significance, and created a new audio track with correct terminology for the commercial.

Disclaimer:
The content shared by Meyka AI PTY LTD is solely for research and informational purposes. Meyka is not a financial advisory service, and the information provided should not be considered investment or trading advice.

About Author

Danny Kontos

Co Founder

Danny Kontos has been a stock investor since 2007 and co-founded Meyka in 2023. He keeps a small, focused portfolio and only moves when the numbers are hard to argue with. He has waited years on a single position before. Before Meyka, he ran a web hosting company and a mortgage lending platform, so he knows what a well-run business actually looks like under the hood. This article did not come from a news cycle. It came from someone who has been watching this space for a long time.