BILLA: Freshness is Joy

BILLA: Freshness as a Source of Joy

For supermarket chain BILLA, freshness is more than a claim — it is a core brand asset. With over 1,600 fresh products in its assortment, including nearly 190 types of fruit and vegetables, more than 160 bakery items and 600 dairy products, BILLA wanted to put freshness at the heart of its communication. McCann Prague developed the long-term platform “Freshness is Joy”, designed to transform a rational guarantee into an emotional brand experience.

The campaign builds on a simple but powerful insight: fresh food activates the senses and improves how people feel. We brought this idea to life in a distinctive “yellow world” that connects BILLA’s brand colour with the energy and positivity of food. Hero shots of bread crusts cracking, fruit bursting with juice and vegetables crunching in slow motion created an almost tactile experience. Supported by expressive sound design and robotic precision from Bolt Cinebot, the campaign turned food into the protagonist — letting audiences see, hear and almost taste freshness.

Beyond product advertising, the creative reminded customers of the role food plays in everyday life: not just nutrition, but an emotional trigger that can make daily moments better. By focusing on sensorial storytelling, McCann Prague helped BILLA elevate freshness from a category promise into a differentiating brand platform — strengthening both relevance and preference in a competitive retail market.

Credits:
Client: BILLA Czech Republic
Agency: McCann Prague
Executive Creative Director: Martin Svetlík
Copywriter: Lucie Václavková
Art Director: Matěj Rybák
Account Director: Martina Kufová
Production Company: Procoma
Producer: Alžběta Šerclová
Director: Robert Hloz
Director of Photography: Tomáš Šťastný
Studio: shotbox
Editing & Grading: Mingle
Sound: Samuel Jurkovič, Mishan Pajdiak
Photography: Patrik Klema