Hofstädter Launches New Campaign

With a new emotional campaign, BILLA and the Hofstädter brand are opening a new chapter: after many successful years, senior Hofstädter (Gerhard Ernst) is stepping back from active business life and handing over his butcher’s shop to the next generation. His son (JD Schwarzmann) will continue to lead the business, with a clear commitment to preserving what has proven successful while also introducing fresh new ideas.

At the heart of the campaign, conceived by Demner, Merlicek & Bergmann / DMB., is a TV commercial that portrays this special moment in a personal and relatable way. Additional spots – both general brand films and executions focusing on BILLA’s animal welfare programme "Fair to Animals!" – will follow throughout the campaign, further deepening the brand’s core values.

With this new campaign, Hofstädter combines a dignified family succession with a clear focus on the future, showing that genuine quality will remain a family matter for years to come: “Hofstädter has really allowed himself something: to retire after a well-earned career! Good thing his son knows what truly matters when it comes to meat: 100% quality from Austria, strictly controlled, and an ever-growing range of Hofstädter products in "Fair to Animals!"-quality.”

The campaign reinforces what Hofstädter has always stood for – and will continue to stand for in the future: the highest quality standards, a consistent commitment to animal welfare, genuine butcher’s expertise, and a wide range of products available exclusively at BILLA and BILLA Plus. A special focus also remains on producing sausage products without added flavour enhancers.

“Since 2020, BILLA has been the only food retailer in Austria committed to offering 100% fresh meat sourced from Austria. With Hofstädter and our clear commitment to ‘Fair to Animals!’, we continue to actively drive the expansion of higher animal welfare standards. The new campaign centred around the generational transition once again underlines our high quality standards,” says Michaela Markowski, Brand Manager for Hofstädter.

At the same time, the campaign marks a return to attention-grabbing TV spots, newly produced for the first time in several years and forming the core of the communication. Print and online motifs will complement the campaign.