A feast for the eyes and the palate
Gastroguides: The new travel guide for gourmets won't be released until the fall. Publicis's branding campaign is already making people's mouths water.
in little Switzerland. But like no other, the Gault Millau
Switzerland has a very high media presence. Be it because he is the
is the best-selling gastronomic guide in Switzerland, either because the
dazzling advertiser and publicist Silvio Rizzi as a temporary
Editor-in-Chief of the Guide the reputation of Swiss gastronomy
because disappointed chefs and innkeepers have repeatedly built up
stories of blackmailable test eaters. But certainly because
its licensee has been Ringier since 1982 and is the
is the largest publishing house in Switzerland.
800 critic judgments
The recycling system has kept circulation at a constant level for years
30,000 copies, which, according to publisher Urs Heller, is
the saturation point. The 800 or so critics' opinions
various platforms and environments are available: from the
weekly presentation of a restaurant to the home story about the
The chef, the up-and-comer, the discovery, the sommelier and the cigar man
and the Hotelier of the Year - optional, national and regional.
In addition to the title sponsorship with IWC and Audi, Heller praises the
B-to-B potential of the guide, which thanks to its publication date in
October as a Christmas present something about the good taste of the
expresses the giver.
Until then, Publicis is shortening the waiting time - with a new
double-sided image campaign instead of the previous product campaign.
The creative team led by CD Philipp Skrabal and AD Simon Staub has developed the
Customer benefits of the book in various subjects and the claim
"Avoid surprises" implemented. Because not everything turns out to be
when viewed critically as what it claims to be. Who has it
I have never experienced that in the beautiful restaurant with the
tempting food on offer until the meal is finished.
comes: everything is soft-boiled, bland or already cold. The new campaign
recreates such frustrating experiences and dramatizes them humorously with
Delicacies that are appetizing at first glance, but which, when read
of the discreet legends. The lasagne pictured
and the strawberry parfait are made from very special ingredients.
Ingredients: cat litter, cleaning rags, cigarette ash and engine oil.
Luca Aloisi
