Tibits Vegetarian Restaurant: Picnic blanket bag

Credits & Description:

Advertiser: TIBITS VEGETARIAN RESTAURANT
Agency: WIRZ/BBDO
Category: Retail & E-Commerce, including Restaurants
Advertising campaign: PICNIC BLANKET/BAG
Account Supervisor: Hirschi Urs (Wirz/BBDO)
Executive Creative Director: Skrabal Philipp (Wirz/BBDO)
Copywriter: Donà Roby (Wirz/BBDO)
Art Director: Hartmann Barbara (Wirz/BBDO)
Account Director: Holend Patricia (Wirz/BBDO)
Creative Director: Portmann Andi (Wirz/BBDO)
Art Director: Von Rickenbach Iwan (Wirz/BBDO)

Outcome
The launch of the bag in Zurich was successful: During summer (May to August) sales of take-away food increase by 13%.To coincide with the start of this spring, the bag is mass distributed nationally and internationally: it is available free of charge with take-away food in all Swiss restaurants and at tibits London. The picnic blanket/bag is legally protected.

Execution
tibits sells premium-quality vegetarian food, also to go. But outside, you can’t tell the difference to the usual fast food, so we were looking for a way to make the extra luxury something people could actually see outside.A central element was the direct mechanism with the picnic blanket bag, which meant that existing tibits customers spread the message on the spot more credibly than classical advertising.The tibits target group is urban, flexible, always in a hurry, but also hedonistic. The picnic blanket/bag hits the nail on the head: you quickly unfold it and immediately you’re relaxed.

Implementation
We used existing tibits take-away customers to make other people outside aware of the offer.To achieve this, we abandoned the usual take-away bags and developed a new version. A few simple movements transform the tibits bag into a picnic blanket and back into a bag again.tibits gives the new bag to take-away customers, who used it in the city. On sunny days, the message about tibits take-away was thus conveyed to the surrounding squares and parks. The launch of the bag in Zurich was successful: During summer (May to August) sales of take-away food increase by 13%.

Client Brief Or Objective
tibits is a high-class vegetarian restaurant located in the centres of Zurich, Bern, Basel, and London. Although the restaurant is well frequented, not many people are aware that you can also order food to take away.The assignment: to communicate to a target group that enjoys eating outdoors in summer that tibits is also a take-away.Our strategy: to use existing tibits take-away customers to advertise the offer outside, precisely where the target group is.