Press Release 12th June 2026

ADEG is launching the big bread roll competition to coincide with the World Cup

From 11 June to 19 July 2026, things are set to get competitive in all participating ADEG stores: in the big ‘Weckerl Match’, two new delicatessen creations will go head-to-head in each of three exciting rounds. Kicking things off are the Gouda Goalie, a savoury pretzel football roll with cheese, and the Barbeque Kicker, a juicy brioche burger with meat patties and flavourful barbecue sauce. The deli counter will thus become a culinary match zone offering the chance to win attractive prizes, whilst the snack becomes an enjoyable part of the football fever.

A server wearing a visor and uniform hands two hamburgers to a customer across a counter, with menu boards in the background.

To mark the World Cup, ADEG is bringing six newly created bread rolls to the delicatessen counters of participating ADEG stores / Copyright: © REWE Großhandel GmbH/Leonardo Ramirez Photography, Reproduction for PR purposes free of charge

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At a glance

To mark the Football World Cup, ADEG is bringing six newly created rolls to the delicatessen counters of participating ADEG stores at a retail price of €2.99
From the BBQ Kicker to the Schnitzel Schiri and the Leberkas Libero – the ‘Weckerl-Match’ delights with delicious treats and fantastic chances to win
Whether for club snacks or school meals: ADEG retailers are bringing their delicatessen expertise to the big ‘Weckerl-Match’
With the ADEG Pickerlpass, shopping during the World Cup offers a double chance to win: once fully redeemed, customers benefit from up to 20 per cent off their entire shopping basket

Delicatessen with character

Delicatessen products have always been an important part of ADEG’s local supply. Behind the counter, it’s not just about sausages, cheese and pastries, but about personalised advice, bespoke preparation and the ADEG shopkeepers’ keen understanding of the needs and quality expectations of people in the region. Whether it’s freshly made rolls for the lunch break, snack platters for clubs, orders for schools or deliveries to social care facilities: every day, ADEG shop assistants demonstrate just how versatile and personalised delicatessen products can be. Now, ahead of the World Cup, this very strength is taking centre stage. Florian Klein, Managing Director of REWE Wholesale, emphasises: “With the big ‘Weckerl Match’, we’re putting the spotlight on what our ADEG shopkeepers do every day with such passion: high-quality delicatessen products, bespoke preparation and regional specialities behind the counter. Especially during the World Cup, this creates an enjoyable experience that brings people together and shows just how much personality there is in our ADEG stores.”

Six rolls, three rounds, one favourite

In the big bread roll competition, a total of six new creations will go head-to-head in three exciting rounds of voting. Kicking things off on 11 June are the BBQ Kicker and the Gou-da Goalie. Next up, from 25 June, are the Schnitzel Schiri and the Brie Kapitän, followed on 9 July by the Leberkas Libero and the Serrano Stürmer. These creative rolls combine popular delicatessen classics with a playful football twist, inviting you to discover the variety of ADEG delicatessen products in a whole new way.

Voting takes place via QR code or online at adeg.at/wm. A winning roll will be chosen in each round. In addition, all participants have the chance to win attractive prizes in the accompanying competition: the main prizes are three family holidays at an Aldiana Club in Austria. There are also five Philips OLED TVs and ten original World Cup footballs to be won.

Local delicacies behind the counter

ADEG Feinkost really comes into its own where it reflects the flavours of the region. Many ADEG shopkeepers work closely with regional producers, bringing local specialities straight to the counter – from pastries and meat and sausage products to special delicacies from the local area. This close relationship with producers and customers makes every ADEG shop unique in its own way. The ‘Big Roll Match’ campaign builds on precisely this: it draws attention to the delicatessen range, whets the appetite for freshly baked rolls and demonstrates the depth of food expertise behind ADEG’s local supply network. In addition, all rolls in the promotion are offered at an attractive, standard RRP of €2.99.

The ADEG Sticker Pass adds to the World Cup atmosphere

The big Weckerl Match is accompanied by the ADEG sticker pass in a football design. From 11 June to 8 July 2026, customers can collect stickers and stick them in their sticker pass. Depending on the number of stickers collected, they will receive up to 20 per cent off their entire shopping bill between 9 and 15 July 2026. This means the football atmosphere in ADEG stores will be palpable even away from the deli counter, adding a playful extra touch to shopping during the World Cup.