In 2020, Hofer, a popular and strong brand in the Austrian food retail industry, launched a bold, humorous, and attention-grabbing 360-degree image campaign. This included the creation of the "Hofer Song 2020", a song that celebrates their diverse customer base. The campaign aimed to evoke emotions and distract from the pandemic, while also aiming to increase Hofer's prices and strengthen Hofer's exclusive brands. It was developed on various platforms, including radio, Spotify, Youtube, Facebook, Tik Tok, and out-of-home formats. After six weeks, a live version of the song was released online, sparking nationwide discussions. The campaign exceeded expectations and became one of the most talked-about advertising campaigns in Austria in recent years.
