Mövenpick and Family launch humorous ice cream campaign
With «Me, myself & Mövenpick,» Mövenpick Ice Cream, in collaboration with the Family agency, is adopting a new communication strategy. The nationwide campaign combines «Swissness» and “Alpine Spirit” with subtle humor for the first time, positioning ice cream as a delightful moment of respite in everyday life.
For decades, Mövenpick Ice Cream has stood for high-quality ice cream enjoyment and Swiss craftsmanship with an Alpine spirit. With a communicative reorientation, these values are taken up in the new campaign and anchored in the target group through the deliberate use of subtle humor.
Time out to spoon up
The campaign is based on a simple, contemporary insight: many people today don't get enough time in their everyday lives to treat themselves. Between work, family and other commitments, there is hardly any time for themselves. This is where the storytelling comes in and positions Mövenpick Ice Cream as a small, enjoyable moment that can be taken at any time. Even if it may seem inappropriate.
In two commercials, enriched with two key visuals, Family stages this feeling with subtle, humorous storytelling.
Switzerland-wide playout
The nationwide campaign has been live since March 23, 2026 and will shape the ice cream season in Switzerland. In addition to TV, the content will be played out as OOH as well as online and social media ads.
Responsible at Froneri Switzerland S.A. (Mövenpick Ice Cream): Reto Lüchinger (Country Head Switzerland), Michael Born (Head of Marketing), Nadja Widmann (Brand Manager Mövenpick); Person in charge at Family: Cécile Ducourant, Tobias Peters, Marc Ambühl, Philip Meier, Severin Brinkert, Noam Josuè Margiotta Dal Bosco (creation), Johnny Grubenmann, Jan Walser, Florian Weitzel (creative direction), Tabea Mader (consulting), Ruwanie Hayoz (agency producer), Svenja Hässig, Claudio Catrambone (overall responsibility) Film production: Applewood, Producer: Jens Derler, Director: Simon Ritzler, DoP: Jan Mettler, Foodstylist: Guido Gravelius, Sound studio: Jingle Jungle AG
