III FREUNDE and EDEKA launch major German wine campaign

III FREUNDE and EDEKA are launching a major 360-degree marketing campaign across approximately 2,000 EDEKA stores in Germany. The initiative, described as the largest marketing action in the German wine industry for 2026, aims to promote uncomplicated wine enjoyment and reduce consumer hesitation when purchasing wine in supermarkets.

The campaign features entertainers Joko Winterscheidt and Matthias Schweighöfer, using humor to guide consumers—specifically targeting the 30 to 49 age demographic—through the process of selecting and purchasing wine. Featured products include III FREUNDE Grauburgunder, Rosé, and non-alcoholic options like Riesling Null and Rosé Null.

Promotional activities will span social media, point-of-sale touchpoints, newsletters, and WhatsApp. A central component includes a sweepstakes where customers can win one of 333 Instax cameras by uploading receipts from September to December. Additionally, EDEKA retailers have the opportunity to win an exclusive supermarket visit from Winterscheidt and Schweighöfer.