Reto Scherrer, known as Senior Anchor at Blick TV, has been running the ninth-generation family vineyard in Weinfelden since 2020. Consequently, Scherrer takes over the moderation of a wine podcast, together with Blick VJ Karin Frautschi.

From September 2024, the two will host "Weinfach", the new Mövenpick Wein podcast launched by Ringier Advertising. In each of the monthly episodes, they will be supported by an expert from Mövenpick Wein or its partners.

There are various topics for listeners to discover in each episode. There are lively discussions, prejudices are dispelled and, of course, the tasting of wines from the Mövenpick wine range is not neglected. The content of the episodes is deepened by accompanying branded stories on Handelszeitung.ch.

The podcast is published once a month on Moevenpick-wein.ch/weinfach and on all common podcast channels. Ringier Advertising's Brand Studio has teamed up with the podcast agency Podcastschmiede for the production.

Responsible at Mövenpick Wine: Jonas Frischkopf (Head of Marketing) and Susanne Aebi (Senior Communications Manager). Responsible at Ringier Advertising Brand Studio: Fabian Zürcher (Director), Thomas Rickenbach (Head of Content), Elgee David Wee (Art Director), Marie-Eve Blumer (Account Management).

The concept comes from Serviceplan Suisse at the House of Communication, which won out over two other agencies in a pitch. A special feature is a specially developed design grid that allows the creatives to adapt the campaign to each advertising medium and still maintain a uniform look. It will be launched with a mega poster at Zurich's main train station. In spring, the campaign will also go on air on TV and online.

In addition to creation, media planning also comes from the House of Communication Zurich. Mediaplus has already been working for Mövenpick Glace since the beginning of 2022.

The campaign was realized together with the British director and photographer Emma Tempest, the shooting took place in the Bernese Oberland. The close-ups of the ice cream were produced in Amsterdam - in cooperation with a film production specialized in food.

With "unique and creative experiences around food and drink," the campaign aims to build a bridge to culture, indulgence and social change. Starting in September 2022, it will run worldwide in Mövenpick Hotels and Resorts under the motto "Indulgence done right". The idea is to indulge yourself and others - but without a guilty conscience.

When vacationers enjoy, they do so thoughtfully and properly. The campaign focuses on authenticity, a playful component, and food as a link to having a good time with others. The aim of the campaign is to position Mövenpick more strongly in the premium segment and reach a younger, pleasure-oriented target group. In addition to the on-site guest experience, digital campaigns via social media are planned. In the Middle East, Mövenpick is focusing on a cooperation in the form of a dinner series with French pâtissier Eric Lanlard.

Consumer study as a basis

A current consumer study serves as the basis for Mövenpick's new campaign. The topic: How do travelers worldwide describe luxury. Time to relax and enjoy themselves was the general consensus. The data and results show that consumers are increasingly looking for unique experiences and are consciously seeking ways to combine health and wellness with the pleasure of good food without compromise. This is also at the core of the Mövenpick philosophy and the Hotels to Indulge campaign. The focus is on a link back to chocolate and a playful visual language, as well as guest experiences involving local gastronomy. Mövenpick aims to evaluate its brand awareness, expand its positioning in the premium segment, improve relevance among its core and younger target groups, and increase guest engagement through simple, authentic experiences - a dining brand that brings people together and stirs emotions.

"Hotels to Indulge will inspire travelers to visit Mövenpick hotels and enjoy their stay, as indulgence is at the forefront and guests will encounter it again and again while at the hotel - from the daily Chocolate Hour at Mövenpick hotels to the brand's initiatives to preserve our environment. The campaign is a heartfelt invitation to our guests to satisfy their appetite for love, connection, curiosity and pure life when staying with us," said Alexander Schellenberger, chief brand officer of parent company Accor. Mövenpick founding father Ueli Prager knew back in 1948 that simple and authentic experiences are the ingredients of the recipe for success: "We don't do anything extraordinary. We are successful because we do ordinary things in an extraordinary way."

Use of the "Cake-Boy

In the Middle East, guests can enjoy exclusive delicacies created by renowned pastry chef Eric Lanlard, aka "Cake-Boy. In the United Arab Emirates, for example, Mövenpick Resort Al Marjan Island is inviting food influencers and content creators to an indulgence weekend with Eric Lanlard, where they will participate in chocolate masterclasses, sweet experiences and a dinner. A similar series of events is planned in eastern target markets. A Mövenpick Chocolate Hour, developed exclusively by Lanlard for the campaign, will be offered at 15 of the brand's hotels in the Middle East, Africa and Turkey.