Don't worry, BILLA had real songwriting pros rhyme for the new BILLA Bio campaign. Yasmo and Mira Lu Kovacs rap and sing about what BILLA's own brand can do: Organic, but cheap. Getting the two Austrian artists on board for the song concept "Kann ich haben" is a statement in itself and an important step towards the campaign goal: to consolidate the positioning of BILLA Bio as a self-confident, young brand.
The starting point for the new campaign is BBDO Vienna's concept: "Kann ich haben" becomes BILLA Bio's confident answer to the daily challenge of combining enjoyment with a clear conscience and a shopping budget. Whether the question is: "Organic salmon for frying?", "No added sugar, palm oil?" or "Organic seal included?", with BILLA Bio it's always: "Can do!" ("Kann ich haben!")
Songwriters for BILLA Bio
To make this statement smooth and easy, BBDO Vienna decides to make it the hook of a song and brings together Yasmo and Mira Lu Kovacs. Both known as solo artists and tireless - the list of their collaborative band and theater projects is constantly growing. And even though the concept was predetermined, the two are given a lot of freedom in the composition and they enjoy it: "I think I speak for both of us when I say that we are very happy with the result and the process was really a lot of fun," recalls Yasmo and Mira Lu Kovacs adds: "I've always enjoyed breaking new ground with Yasmo and BILLA Bio gave us the opportunity to create something where we could really let off steam.
360° campaign on TV, online and in print
The result is as unique as BILLA's own brand - an independent track that forms the basis for the creative 360° overall package, which will go live on TV, online and in print on January 27, 2024.
BILLA Head of Marketing Daniela Schwarz-Knehtl is highly satisfied with the creative output: "It was important for us to show that organic can also be different, not just serious or sweet. It can also be self-confident - just like our two artists. This clearly differentiates BILLA Bio from other organic brands."
BILLA CEO Michael Paterno adds: "With BILLA Bio, we have launched the right brand at the right time. With over 250 organic products, BILLA Bio offers guaranteed organic quality at an attractive price, and the trendy new advertising campaign fits in perfectly."
BILLA Bio I Bio, aber günstig.
