Ruf Lanz stages Hiltl's vegetarian cuisine with relaxed animals
The new campaign for the world's oldest vegetarian restaurant features animals in yoga poses. With this campaign, Ruf Lanz creatively highlights how Hiltl's vegetarian cuisine benefits not only people but also animals.
Hiltl in Zurich, the oldest vegetarian restaurant in the world according to Guinness World Records, presents its new advertising campaign. The creation comes from the kitchen of Ruf Lanz and relies on a surprising visual language: it shows animals that would end up on the plate in other restaurants in relaxed yoga poses. The visualization cleverly conveys the message that Hiltl's vegetarian cuisine is not only a pleasure for people, but also benefits animals.
The roots of the traditional Zurich company go back to 1898. Hiltl has relied on the creativity of Ruf Lanz for its campaigns since 2006. Chairman of the Board of Directors Rolf Hiltl comments on the long-standing collaboration: "Markus Ruf and his team always serve us crisp ideas that appeal to the public's taste. Most recently, we were delighted to win gold for the Mother's Day 2025 campaign at the Swiss Out of Home Award."
The current campaign comprises four motifs and will be rolled out in the Zurich area from October 27. The motifs will be shown on digital and printed posters (F12, F200, F4, ePanels), on hanging boxes in VBZ vehicles, on postcards and on social media.
Responsible at Hiltl: Patrick Jungi (Managing Director), Simone Saner (Head of Marketing & CRM), Catia Hüppi (Head of Operations & Deputy Managing Director), Rolf Hiltl (overall responsibility) Responsible at Ruf Lanz: Markus Ruf (Creative Direction), Catherine Martin (Art Direction & Digital Artist), Gian Marco Juon (Consulting), Sherif Ademi (DTP). External partners: RTK Medientechnik (lithography & proofreading)
