When vegetarian cuisine wasn't trendy at all: Remembering the roots of the oldest vegetarian restaurant in the world.

Local Background:

According to “Guinness World Records”, Hiltl in Zurich/Switzerland is the world’s oldest vegetarian restaurant. Its roots go all the way back to the year 1898. Not eating meat was considered very strange at that time. The vast majority of the Swiss population preferred meat on the plate and avoided the restaurant. Today, vegetarian cuisine is very popular in Zurich and vegetarian restaurants are sprouting up like mushrooms. To remember who the original is, this ad retells the story about Hiltl’s roots. The design is inspired by the decorative style of Art Nouveau, which was very fashionable in the early days of Hiltl. The ad appeared on a double-page in „20 Minuten“, the largest Swiss daily newspaper with 2.8 million readers.