Talk is silver. Silence eats tibits
Wirz also attracts men to Tibits, a vegetarian restaurant.
Tibits needs no further introduction in Switzerland. The vegetarian restaurants with bar and takeaway are very popular. Nevertheless, Tibits decided to launch a new advertising campaign because it discovered that one population group was clearly underrepresented in the restaurants: men. So the in-house agency Wirz Werbung was commissioned to develop a campaign to encourage men to come to Tibits for the first time. Experience has shown that a first time is enough, because once you have eaten at Tibits, you will come back, CD Matthias Freuler is convinced.
So the creative minds at Wirz asked themselves: How do you seduce men for the first time? How do you lure them into a restaurant? What interests them? Is fine food enough or is more needed? The answer was quickly found: It needs women. A realization that was not unfortunate, given that Tibits has a female quota of 60 to 70 percent. It was therefore clear what the new campaign had to look like. It shows the young, trendy women who frequent Tibits and writes: "Fresh meat at the salad counter." The stores will be overrun by hungry singles. Hammer campaign. Unfortunately with a small catch. "It doesn't fit in with the cheeky but friendly style of Tibits," say the managers Anna Di Maio and Reto and Daniel Frei, giving it the thumbs down.
The next approach was a better fit. The idea was that the women who frequent Tibits must have friends. They simply have to go along and the proportion of men will increase. But how do you get them to accompany their friends to a vegetarian restaurant? You have to give them a special reason. You can find one by observing what women do at Tibits: they eat. They are actually busy with full plates. This not only means good cuisine, but also that you can spend a peaceful time here with your girlfriend. Because those who eat don't talk. They don't nag. Does not whine. And so the new campaign is called: "Tibits - where women eat instead of talk." The wise text was penned by Tom Zürcher. The sexy strategy by Gordon Nemitz. At the right moment - when the women shut up
photographed by Jonathan Heyer. pan
So the creative minds at Wirz asked themselves: How do you seduce men for the first time? How do you lure them into a restaurant? What interests them? Is fine food enough or is more needed? The answer was quickly found: It needs women. A realization that was not unfortunate, given that Tibits has a female quota of 60 to 70 percent. It was therefore clear what the new campaign had to look like. It shows the young, trendy women who frequent Tibits and writes: "Fresh meat at the salad counter." The stores will be overrun by hungry singles. Hammer campaign. Unfortunately with a small catch. "It doesn't fit in with the cheeky but friendly style of Tibits," say the managers Anna Di Maio and Reto and Daniel Frei, giving it the thumbs down.
The next approach was a better fit. The idea was that the women who frequent Tibits must have friends. They simply have to go along and the proportion of men will increase. But how do you get them to accompany their friends to a vegetarian restaurant? You have to give them a special reason. You can find one by observing what women do at Tibits: they eat. They are actually busy with full plates. This not only means good cuisine, but also that you can spend a peaceful time here with your girlfriend. Because those who eat don't talk. They don't nag. Does not whine. And so the new campaign is called: "Tibits - where women eat instead of talk." The wise text was penned by Tom Zürcher. The sexy strategy by Gordon Nemitz. At the right moment - when the women shut up
photographed by Jonathan Heyer. pan
