Ruf Lanz recalls Hiltl's roots again
In the sequel to the award-winning text campaign, Ruf Lanz pointedly recalls the beginnings of the world's oldest vegetarian restaurant.
Hiltl in Zurich is the oldest vegetarian restaurant in the world, according to Guinness World Records. Its roots go back to 1898, when vegetarians were considered oddballs. They were derided as "grass-eaters," and in its early days the Hiltl was gleefully called the "root bunker.
Today, vegetarian and vegan enjoyment is on everyone's lips, and corresponding restaurants are springing up like mushrooms. That's why Ruf Lanz reminded us of the roots of the original in 2018, on the occasion of its 120th anniversary, with a trenchant text campaign (Werbewoche.ch reported).
According to Rolf Hiltl, who is now the fourth generation to run Hiltl, the campaign was very well received: "The posters were regularly requested from us and even stolen at several locations." Along the way, the campaign won several awards, including the only cube in the text category at last year's ADC judging.
Reason enough for Hiltl and its lead agency Ruf Lanz to remind people once again that vegetarian and vegan cooking was already being done at Hiltl when it was not at all trendy. And they had to assert themselves against a lot of resistance.
The campaign is used online and offline in various applications.
Responsible at Hiltl: Rolf Hiltl (overall responsibility), Patrick Becker (Head of Marketing & Communications), Milo Stegmann (Deputy Head of Marketing & Communications). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Mario Moosbrugger (Art Direction), Markus Ruf (Text), Armin Arnold (DTP), Marc Gooch (Consulting).
