A piece of Zurich history: Ruf Lanz celebrates 120 years of Hiltl
Ruf Lanz is creating a monument to fruits and vegetables in Zurich to celebrate Hiltl's anniversary.
Hiltl in Zurich is the world's first vegetarian restaurant, according to Guinness World Records. It was founded in 1898 by Ambrosius Hiltl. At a time when meatless cuisine still enjoyed little respect among the population. The new restaurant was even nicknamed "Wurzelbunker" (root bunker) by the locals.
Today, Hiltl is managed by the fourth generation of Rolf Hiltl and is celebrating its 120th anniversary. Vegetarian cuisine has long been the talk of the town, and veggie restaurants are springing up like mushrooms.
Reason enough to remember the long tradition of the original. Under the motto "Hiltl. A piece of Zurich history," Ruf Lanz has created a campaign that pays tribute to fruits and vegetables: from the corncob, nature's upright hero, to the artichoke, the pioneer with heart. Four visually stunning subjects are used in advertisements, posters, postcards, cinema slides, POS posters and in various online applications.
Hiltl's communication has come from Ruf Lanz's creative kitchen since 2006 and has received countless national and international awards - including an Evergreen Award from the Art Directors Club Switzerland. For the anniversary logo, Hiltl and Ruf Lanz hired brand designer Catherine Martin: The anniversary number 120 is playfully composed of the founding year and the current year.
Responsible at Hiltl: Rolf Hiltl (overall responsibility), Amber Turgeman (Head of Marketing). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Isabelle Hauser (Art Direction), Markus Ruf Andreas Hornung (Text), Linda Egloff, Anja Fiebiger (Consulting). Brand Design: Catherine Martin. Photography & CGI: Tobias Stierli, Simone Vogel.
