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Roger Federer “Fresh in the city”

The collaboration between JURA and brand ambassador Roger Federer began back in 2006. The communications campaign is now entering a new phase. The message consistently focuses on everything that JURA automatic coffee machines do to perfection: Speciality coffees – freshly ground, not capsuled.

Federer transcends national and cultural borders with his charisma to win the hearts of people all around the world. That’s why he can now call anywhere on the planet his home. The one thing he needs wherever he goes, however, is his JURA coffee machine. If only he could always find freshly roasted coffee beans… In short, entertaining episodes, Roger is his famously unassuming self as he goes on the hunt for coffee beans. His neighbours in Shanghai, New York or Valbella are delighted about his unexpected visit. And as connoisseurs of great-tasting coffee, they are more than happy to help him out.

Fresh back in Shanghai


Fresh back in New York


"Frisch zrugg dehai"

"Früsch zrugg in dr Stadt" – the Christmas special

For once, it’s not Roger Federer ringing his neighbour’s doorbell and asking for coffee beans. Instead, it’s Santa Clause knocking on Roger’s door because he’s ran out of coffee beans. And as Christmas is a holiday that shouldn’t be spent alone, Federer invites the guest in then and there. Together they savour delicious latte macchiati from the new GIGA 6. After all, it can even brew two trend specialities with milk and milk foam at a time, doubling the pleasure to be shared.


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