{"id":10380,"date":"2020-08-26T17:45:04","date_gmt":"2020-08-26T15:45:04","guid":{"rendered":"https:\/\/havas.cz\/?post_type=pressroom&p=10380"},"modified":"2020-08-31T17:32:50","modified_gmt":"2020-08-31T15:32:50","slug":"billa-potvrzuje-svoji-expertizu-v-nove-image-kampani-kdyz-jde-o-jidlo-mysli-na-vse","status":"publish","type":"pressroom","link":"https:\/\/havas.cz\/en\/pressroom\/billa-potvrzuje-svoji-expertizu-v-nove-image-kampani-kdyz-jde-o-jidlo-mysli-na-vse\/","title":{"rendered":"BILLA potvrzuje svoji expertizu v nov\u00e9 image kampani. Kdy\u017e jde o j\u00eddlo, mysl\u00ed na v\u0161e"},"content":{"rendered":"

Strategick\u00e1 kampa\u0148 spole\u010dnosti BILLA stoj\u00ed na 42 faktech o j\u00eddle. P\u0159i vytv\u00e1\u0159en\u00ed kreativn\u00edho konceptu, jeho\u017e autorem je agentura McCann Prague, vych\u00e1zeli tv\u016frci hned z\u00a0n\u011bkolika relevantn\u00edch zdroj\u016f, jako nap\u0159. \u00fadaj\u016f \u010cesk\u00e9ho statistick\u00e9ho \u00fa\u0159adu, kvantitativn\u00edho v\u00fdzkumu spole\u010dnosti STEM\/MARK a\u00a0americk\u00e9 studie Environmental Persuaders and the 200 Daily Food Decisions Cornellovy univerzity. Z\u00a0t\u011bchto v\u00fdzkum\u016f vypl\u00fdv\u00e1 i fakt, \u017ee lid\u00e9 mysl\u00ed na j\u00eddlo a\u017e 226kr\u00e1t denn\u011b, a\u0165 u\u017e v\u011bdom\u011b, \u010di nev\u011bdom\u011b.<\/p>\n

Fakta z\u00a0t\u011bchto zdroj\u016f BILLA propisuje do sv\u00e9ho nov\u00e9ho claimu \u201eKdy\u017e jde o j\u00eddlo, BILLA mysl\u00ed na v\u0161e\u201c. P\u0159edstavuje my\u0161lenky sv\u00fdch z\u00e1kazn\u00edk\u016f spojen\u00e9 s\u00a0j\u00eddlem a dokazuje, \u017ee BILLA jako jeden z\u00a0nejd\u016fle\u017eit\u011bj\u0161\u00edch \u010dl\u00e1nk\u016f, kter\u00fd p\u0159\u00edmo ovliv\u0148uje, co sv\u00fdm z\u00e1kazn\u00edk\u016fm v\u00a0reg\u00e1lech nab\u00edz\u00ed, nad j\u00eddlem p\u0159em\u00fd\u0161l\u00ed stejn\u011b a je\u0161t\u011b \u010dast\u011bji. Kampa\u0148 pracuje s\u00a0obecn\u00fdmi, ale mnohdy i p\u0159ekvapiv\u00fdmi fakty a\u00a0detaily ze spot\u0159ebn\u00edho chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. BILLA je obohacuje i vlastn\u00edm pr\u016fzkumem. Nejde pouze o to, jak\u00e9 j\u00eddlo maj\u00ed z\u00e1kazn\u00edci r\u00e1di a co je pro n\u011b p\u0159i n\u00e1kupu d\u016fle\u017eit\u00e9, ale tak\u00e9 o to, kde, s\u00a0k\u00fdm a jak jej konzumuj\u00ed.<\/p>\n

\u201eKampan\u00ed chceme zm\u011bnit p\u0159\u00edstup z\u00e1kazn\u00edk\u016f ke kvalitn\u00edm potravin\u00e1m. Kvalita a \u010derstvost maj\u00ed b\u00fdt pro ka\u017ed\u00e9ho samoz\u0159ejmost\u00ed. BILLA je obchodn\u00ed \u0159et\u011bzec, kter\u00fd potravin\u00e1m rozum\u00ed a je dostupn\u00fd v\u0161em. Rozum\u00ed pot\u0159eb\u00e1m sv\u00fdch z\u00e1kazn\u00edk\u016f, a proto zde naleznou \u0161irok\u00e9 portfolio produkt\u016f vhodn\u00fdch nap\u0159\u00edklad pro speci\u00e1ln\u00ed diety a intolerance. M\u00e1 ve sv\u00e9 nab\u00eddce velk\u00e9 procento vysoce kvalitn\u00edch priv\u00e1tn\u00edch zna\u010dek, kter\u00e9 d\u00e1le rozv\u00edj\u00ed a kter\u00e9 se postupn\u011b bl\u00ed\u017e\u00ed c\u00edli dos\u00e1hnout 30% pod\u00edlu do roku 2025,\u201c<\/em> \u0159\u00edk\u00e1 marketingov\u00e1 \u0159editelka Lucie Pr\u016f\u0161ov\u00e1.<\/p>\n

Strategick\u00e1 kampa\u0148 se prolne do v\u0161ech komunika\u010dn\u00edch kan\u00e1l\u016f. Postupn\u011b budou nasazov\u00e1ny nov\u00e9 televizn\u00ed spoty, kampa\u0148 se d\u00e1le prop\u00ed\u0161e i do dal\u0161\u00edch m\u00e9di\u00ed, jako je digit\u00e1l, tisk, billboardy, a\u00a0samoz\u0159ejm\u011b i do obchod\u016f, kde z\u00e1kazn\u00edci postupn\u011b zaznamenaj\u00ed nov\u00e9 vizu\u00e1ly a POS materi\u00e1ly.<\/p>\n

\u201eNovou komunikac\u00ed BILLA spou\u0161t\u00ed dlouhodobou platformu, skrze ni\u017e bude nad\u00e1le budovat a\u00a0potvrzovat svou roli experta na potraviny a jejich kvalitu. D\u00edky n\u00e1mi proveden\u00e9mu v\u00fdzkumu m\u00e1me tak\u00e9 mnohem v\u00edce mo\u017enost\u00ed, jak na\u0161im z\u00e1kazn\u00edk\u016fm nab\u00edzet to, co opravdu cht\u011bj\u00ed a co je pro n\u011b p\u0159i n\u00e1kupu potravin d\u016fle\u017eit\u00e9,\u201c<\/em> zmi\u0148uje Lucie Pr\u016f\u0161ov\u00e1.<\/p>\n

Video obsah kampan\u011b v\u010detn\u011b televizn\u00edho spotu vytvo\u0159ila re\u017eis\u00e9rka Jasmina Bla\u017eevi\u010d. P\u016fvodem dokument\u00e1rn\u00ed filma\u0159ka, kter\u00e1 je zn\u00e1m\u00e1 svou jasnou viz\u00ed a zap\u00e1lenost\u00ed pro v\u011bc, dala sv\u00fdm reklamn\u011b neobrou\u0161en\u00fdm stylem komunikaci spole\u010dnosti BILLA nov\u00fd sm\u011br. Kampa\u0148 z\u00a0d\u00edlny agentury McCann Prague vznikla s produk\u010dn\u00edm t\u00fdmem Bistro Films. Vizu\u00e1ly nafotil Ond\u0159ej Ko\u0161\u00edk.<\/p>\n

\u00a0\"\" <\/a>\"\"<\/a><\/p>\n

Pro v\u00edce informac\u00ed pros\u00edm kontaktujte:<\/strong><\/p>\n

Dana Brat\u00e1nkov\u00e1<\/strong><\/p>\n

Mana\u017eerka korpor\u00e1tn\u00ed komunikace \/ Tiskov\u00e1 mluv\u010d\u00ed<\/strong><\/p>\n

REWE GROUP \u010cesk\u00e1 republika, BILLA, spol. s\u00a0r. o.<\/strong><\/p>\n

Mobil: +420\u00a0606\u00a0099 607<\/p>\n

E-mail: d.bratankova@billa.cz<\/a><\/p>\n

BILLA \u010cR<\/strong> je sou\u010d\u00e1st\u00ed skupiny REWE International AG. Na \u010desk\u00e9m trhu p\u016fsob\u00ed od roku 1991. S obratem ve\u00a0v\u00fd\u0161i p\u0159es 34\u00a0mld.\u00a0K\u010d (2019), s\u00a0237 prodejnami a v\u00edce ne\u017e 6\u00a0500 zam\u011bstnanci je BILLA l\u00eddrem na trhu supermarket\u016f. Na pr\u016fm\u011brn\u00e9 prodejn\u00ed plo\u0161e 900\u00a0m2<\/sup> nab\u00edz\u00ed \u0161irok\u00fd v\u00fdb\u011br produkt\u016f zn\u00e1m\u00fdch i priv\u00e1tn\u00edch zna\u010dek. Velk\u00fd d\u016fraz je kladen na \u010derstv\u00fd sortiment, jako jsou lah\u016fdky, pe\u010divo, ovoce a zelenina, ml\u00e9\u010dn\u00e9 produkty, maso a chlazen\u00e9 produkty. BILLA se soust\u0159ed\u00ed na podporu \u010desk\u00fdch producent\u016f, proto \u010desk\u00e9 potraviny tvo\u0159\u00ed ji\u017e 72\u00a0% jej\u00edho celkov\u00e9ho obratu. \u010cesk\u00e9 potraviny jsou tak\u00e9 sou\u010d\u00e1st\u00ed priv\u00e1tn\u00edch zna\u010dek \u0159et\u011bzce BILLA \u2013 Voc\u00edlka, \u010cesk\u00e1 farma, BILLA Na\u0161e bio, BILLA, BILLA Premium, BILLA Easy \u010di Clever.<\/p>\n

REWE International AG<\/strong> je l\u00eddrem na rakousk\u00e9m trhu v oblasti prodeje potravinov\u00e9ho a drogistick\u00e9ho zbo\u017e\u00ed a\u00a0jedn\u00edm z\u00a0nejv\u011bt\u0161\u00edch zam\u011bstnavatel\u016f v Rakousku. Ve 3\u00a0694 prodejn\u00e1ch v Evrop\u011b zam\u011bstn\u00e1v\u00e1 t\u00e9m\u011b\u0159 80\u00a0000\u00a0pracovn\u00edk\u016f.<\/p>\n

REWE International AG je sou\u010d\u00e1st\u00ed n\u011bmeck\u00e9 REWE Group, kter\u00e1 p\u016fsob\u00ed ve 13 zem\u00edch Evropy a pat\u0159\u00ed k\u00a0nejv\u00fdznamn\u011bj\u0161\u00edm evropsk\u00fdm maloobchodn\u00edm skupin\u00e1m a prodejc\u016fm rodinn\u00fdch dovolen\u00fdch.<\/p>\n

REWE International AG se s\u00eddlem v\u00a0rakousk\u00e9m Wiener Neudorfu provozuje obchodn\u00ed spole\u010dnosti BILLA, MERKUR, PENNY, BIPA a\u00a0ADEG a\u00a0\u0159adu vlastn\u00edch produktov\u00fdch zna\u010dek. V\u00a0segmentu supermarket\u016f m\u00e1 prodejny v\u00a07\u00a0zem\u00edch st\u0159edn\u00ed a\u00a0v\u00fdchodn\u00ed Evropy.<\/p>\n

V\u00edce informac\u00ed na http:\/\/www.billa.cz<\/a>.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Spole\u010dnost BILLA spou\u0161t\u00ed dlouhodobou strategickou kampa\u0148, d\u00edky n\u00ed\u017e komunikuje svou \u0161irokou expertizu v\u00a0potravin\u00e1\u0159sk\u00e9m oboru. Hlavn\u00edmi pil\u00ed\u0159i komunikace jsou kvalita a \u010derstvost nab\u00edzen\u00fdch potravin, jejich p\u016fvod, \u0161irok\u00fd v\u00fdb\u011br a v\u00a0neposledn\u00ed \u0159ad\u011b vliv potravin na zdrav\u00ed konzument\u016f. Kampa\u0148 \u010derp\u00e1 z fakt o j\u00eddle ze spot\u0159ebitelsk\u00fdch dat, v\u00fdzkum\u016f a studie ze zahrani\u010d\u00ed.<\/p>\n","protected":false},"author":48,"featured_media":10384,"menu_order":0,"template":"","meta":{"_links_to":"","_links_to_target":""},"pressroom_category":[],"pressroom_tag":[202],"class_list":["post-10380","pressroom","type-pressroom","status-publish","has-post-thumbnail","hentry","pressroom_tag-billa"],"yoast_head":"\nBILLA potvrzuje svoji expertizu v nov\u00e9 image kampani. 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