The butcher from the Sihl
Dining: In addition to Vegifood, the Hiltl restaurant also serves Orange Cinema patrons a new promotional menu featuring Wirz cuisine.
Gastronomy In addition to veggie food, the Hiltl restaurant also serves visitors to the Orange Cinema a new advertising menu from the Wirz kitchen: the sight of Andi Bosshart, head chef at the traditional vegetarian restaurant Hiltl, makes every plant tremble down to its roots. For the creative team at Wirz Werbung, there is no question that this man must have the reputation of a "Jack the Ripper" throughout the flora. For the new Hiltl commercial, which is used in the OrangeCinema, the crew even refutes the widespread opinion among vegetarians that plants - due to their lack of a complex nervous system - suffer less than animals and humans. When Andi B. walks through the alleyways in the 30-second film, tomatoes and the like crawl into the deepest corners of their pots to stay out of the plant butcher's field of vision. The mini thriller is only the second commercial in the advertising history of the 100-year-old restaurant. As part of the catering commitment at the open-air cinema, Wirz Werbung was also commissioned to produce a film this year. "While last year's Hiltl commercial was allowed to go to Cannes, we stayed in Zurich and shot the sequel," smiles CD Matthias Freuler - not without pride: after all, the rose-eating amateur vegetarian made it onto the festival's coveted film shortlist.
According to Rolf Hiltl, owner of the restaurant at Sihlstrasse 28, the ad was not only well received by advertising experts. "After the ad was placed, many new guests visited us who wanted to try Hiltl's cuisine," he explains. Most of his guests are part-time vegetarians, i.e. those who eat vegetarian food from time to time simply for pleasure. However, there is a noticeable trend of more and more young women not eating meat at all, Hiltl continues. The Swiss Association for Vegetarianism (SVV) has noted "a noticeable trend towards less meat" on the basis of the federal government's health survey in 1997. According to the SIA, the number of daily meat eaters fell by three percent compared to the previous study in 1992. Only two percent of all respondents stated that they never ate meat.
The latest commercial featuring the plant butcher aka Andi Bosshart will be flickering across the screen on the Zürichhorn from July 17. In the film, kitchen virtuoso Bosshart plays himself. On the contrary: "I'd rather stay a chef," was his conclusion after hours of waiting on the set.
Simone Keller
According to Rolf Hiltl, owner of the restaurant at Sihlstrasse 28, the ad was not only well received by advertising experts. "After the ad was placed, many new guests visited us who wanted to try Hiltl's cuisine," he explains. Most of his guests are part-time vegetarians, i.e. those who eat vegetarian food from time to time simply for pleasure. However, there is a noticeable trend of more and more young women not eating meat at all, Hiltl continues. The Swiss Association for Vegetarianism (SVV) has noted "a noticeable trend towards less meat" on the basis of the federal government's health survey in 1997. According to the SIA, the number of daily meat eaters fell by three percent compared to the previous study in 1992. Only two percent of all respondents stated that they never ate meat.
The latest commercial featuring the plant butcher aka Andi Bosshart will be flickering across the screen on the Zürichhorn from July 17. In the film, kitchen virtuoso Bosshart plays himself. On the contrary: "I'd rather stay a chef," was his conclusion after hours of waiting on the set.
Simone Keller
