Very, very fresh vegetarian food.

First, I just have to say how impressed I am that there is a chain of vegetarian restaurants in Switzerland, and by the looks of it, one that is easily recognisable by the general public. I am not, however, surprised; those European countries seem to just do everything better and with more logic and sense than the rest of the Western World. Even eating. However, I must acknowledge that there are also stores in London, which suggests only good things.

Anyway, I digress into my own little world. Back to the point…

These ads are really clever, and I imagine they would have been quite effective. I know I would be curious about the restaurant after seeing an advertisement like this, because the “freshness” aspect really comes across strongly, and is very appealling. Quality and freshness usually do not come to mind when we think of chain food stores, and because this is a fantastic concept  and is well executed, the result is that this restaurant stands out from the others.

And while I know it couldn’t be avoided, I just can’t help but see broccolli, broccolli, broccolli, which only bothers me because people who are not vegetarians will probably just make the assumption that all we eat is steamed vegetables. I suppose if these were the only ads for this restaurant, then that might be a problem, but I imagine Swiss people are a little more open minded about food (after all, this is a vegetarian chain restaurant…I am still fascinated:-)

Anyway, great ad. I have been a vegetarian for sixteen years, and this is the first time anyone has ever made a tree look appealling…

Advertising Agency: Wirz/BBDO Switzerland
Creative Director: Matthias Freuler
Art Director: Priscilla Kämpfer
Released: April 2009

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