Where also the Zurich snowman goes to eat
Wirz invites meat-eaters to dine at the vegetarian restaurant Hiltl
Wirz invites carnivores to the table for the vegetarian restaurant HiltlWhen Zurich's top address for vegetarian food, the restaurant Hiltl, orders a new campaign from Wirz Werbung in Zurich, the result is usually unusual advertising. This time, the crew around CD Matthias Freuler came up with a movie spot and posters. The campaign is aimed at consumers who only occasionally enjoy the benefits of meat-free cuisine, and Hiltl, a one-man business with naturally grown sales limits, generally cooks its advertising on a small budget. Wirz compensates for this disadvantage by serving up advertising delicacies, which also delight the ADC juries time and again.
In 2001, for example, he awarded silver to the motif of a carnivorous plant eating a carrot. In 2002, a motif entitled "Saver Food", which shows a cervelat with a condom over it, also received a silver cube.
This year's advertising menu for the vegetarian restaurant consists of one poster for the summer season and one for the winter season, as well as a spot that will be shown at the open-air cinema on Lake Zurich, where the restaurant is responsible for catering. The poster visuals will be adapted to other advertising media such as postcards.
Men usually have even more prejudices than women
The current appearance continues the previous positioning, according to which vegetarian food tastes so good at Hiltl that many non-vegetarians occasionally find their way to the restaurant. The campaign is not a wishful thinking campaign, but is based on
the actual composition of the guests. Very few of the guests who dine at Rolf Hiltl are die-hard vegetarians. According to Matthias Freuler, the proportion of "part-time vegetarians" is 90 percent.
In the print motifs, the initial positioning was continued with the motif of a mosquito feeding on the juice of a tomato and illustrated with the motif of a snowman eating its own (turnip) nose.
In the commercial, a vegetarian novice who is eating with his sweetheart in a veggie restaurant makes a mistake. He eats the rose he receives from a flower seller, believing it to be an amuse bouche offered by the establishment.
"The movie will probably be a howler. It shows a Hiltl restaurant that can smile about itself, about vegetarians and about the resistance that men still have to vegetarian food more than women," says Freuler. Ernst Weber
In 2001, for example, he awarded silver to the motif of a carnivorous plant eating a carrot. In 2002, a motif entitled "Saver Food", which shows a cervelat with a condom over it, also received a silver cube.
This year's advertising menu for the vegetarian restaurant consists of one poster for the summer season and one for the winter season, as well as a spot that will be shown at the open-air cinema on Lake Zurich, where the restaurant is responsible for catering. The poster visuals will be adapted to other advertising media such as postcards.
Men usually have even more prejudices than women
The current appearance continues the previous positioning, according to which vegetarian food tastes so good at Hiltl that many non-vegetarians occasionally find their way to the restaurant. The campaign is not a wishful thinking campaign, but is based on
the actual composition of the guests. Very few of the guests who dine at Rolf Hiltl are die-hard vegetarians. According to Matthias Freuler, the proportion of "part-time vegetarians" is 90 percent.
In the print motifs, the initial positioning was continued with the motif of a mosquito feeding on the juice of a tomato and illustrated with the motif of a snowman eating its own (turnip) nose.
In the commercial, a vegetarian novice who is eating with his sweetheart in a veggie restaurant makes a mistake. He eats the rose he receives from a flower seller, believing it to be an amuse bouche offered by the establishment.
"The movie will probably be a howler. It shows a Hiltl restaurant that can smile about itself, about vegetarians and about the resistance that men still have to vegetarian food more than women," says Freuler. Ernst Weber
