Brief:

According to “Guinness World Records”, Hiltl in Zurich/Switzerland is the world’s oldest vegetarian restaurant (since 1898). The aim of the campaign was to get to the heart of the Hiltl philosophy: Enjoying good food should never be at the expense of animals.

Solution:

The hunting season in Switzerland takes place in October/November. Every year, between 4000 and 5000 tons of game end up on Swiss plates, shot by 30,000 hunters. Hiltl used this bloody tradition to point out that nature is so rich in vegetarian delicacies that no one has to turn their hunting rifle to animals.

Media:

Print ads in general interest newspapers and magazines. In addition, the campaign was published in special interest hunting magazines. A food for thought to stimulate debates.