The popular ice cream campaign has become an integral part of ADEG merchants' social engagement in their communities. As always, the focus is on making the start of the holidays more enjoyable for schoolchildren. On the last day of school in the western federal states – 4 July 2025 – schoolchildren in Salzburg, Tyrol, Vorarlberg, Upper Austria, Styria and Carinthia can once again look forward to a cool surprise in the truest sense of the word: Anyone who visits a participating ADEG store with their report card on this day will receive a free ice cream and start the summer holidays refreshed. It doesn't matter what grades are on the report card – only the joy of having completed the school year counts.
The campaign is already a beloved highlight in the annual calendar of ADEG merchants, who are deeply committed to their customers and the region. REWE Wholesale Managing Director Florian Klein emphasises the importance of the initiative: ‘It is important to us to give children a little treat on report card day – without any pressure to perform. Together with our dedicated ADEG merchants, we bring a little lightness and appreciation into the everyday lives of families.’
A small gesture, a great joy
A total of over 250 ADEG stores across Austria are participating in the campaign. One of them is the store run by ADEG retailer Sabine Dampfhofer in Ratten (Weiz district, Styria), who is already looking forward to seeing lots of smiling children's faces: ‘I still remember the feeling on the last day of school – the relief, the excitement about the holidays, the feeling of freedom. As a little gift to mark the start of the holidays, children can pick up a free ice cream at our store. The joy in their eyes is the best feedback I could ask for.’
