MEAT BRANDING by Ruf Lanz for Hiltl

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MEAT BRANDING

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Industry Restaurants, Pubs & Bars
Media Case study
Market Switzerland
Agency Ruf Lanz
Creative Director Danielle Lanz
Art Director Marcel Schlaefle
Copywriter Markus Ruf
Released July 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: HILTL VEGETARIAN RESTAURANT
Product/Service: RESTAURANT
Agency: RUF LANZ
Date of First Appearance: Jul 17 2010
Entrant Company: RUF LANZ, Zürich, SWITZERLAND
Creative Director: Markus Ruf (RUF LANZ)
Creative Director: Danielle Lanz (RUF LANZ)
Copywriter: Markus Ruf (RUF LANZ)
Art Director: Marcel Schlaefle (RUF LANZ)
Advertiser's Supervisor: Rolf Hiltl
Media placement: Promotion - Outdoor Barbecue Stands - 17 July 2010

Insights, Strategy & the Idea
The HILTL VEGETARIAN RESTAURANT in Zurich is the most traditional vegetarian restaurant in Europe (since 1898). Nowadays, 80% of its guests are part-time vegetarians who also enjoy eating meat occasionally. These people should be reminded of the HILTL RESTAURANT in midsummer of 2010.

Creative Execution
Using a specially designed branding iron, sausages, chicken breasts, fillets and steaks were branded with the message “Tomorrow enjoy HILTL”.

Results and Effectiveness
More than 6’000 pieces of meat were branded in midsummer of 2010. The promotion became a talking point in Zurich. HILTL VEGETARIAN RESTAURANT was booked up for 9 weeks after the promotion ended.