In January 2018 taste! Became VAPIANO’s lead agency. Before, special campaigns were played throughout the year. But the communication of these offers on site lacked contemporary appeal. They didn’t strengthen the customer loyalty, increase interest, drive traffic and table turn over the way the client had expected. VAPIANO had already created a lot of vegan and vegetarian dishes and our task was to communicate them. Part of the offer were low carb dishes, to offer a healthy alternative for fitness and figure-conscious guests. taste! had to come up with a unique communication strategy and execution.
VAPIANO is known for the large variety of fresh ingredients and freshly prepared dishes. However, the chain’s in-store communication completely lacked taste appeal.
A stand-out creative look and the motto “Do it Vegitalian”, a coined expression which became the new invitation theme for special occasions.
Customers received a personal green card that allowed them to discover special ‘green’ dishes such as the delicious Bolognese Bianco, plus salads, noodles, and chanterelle. By introducing the concept of “Vegitalian” meals taste! made it easy for customers to admit enjoying Ittalian cuisine without compromise.
Traditional Italian cucina became more contemporary. By constantly creating new, fresh concepts within an urban environment our concepts facilitated higher sales and increased visit frequency. We integrated appealing “add-on-ideas”, both on- and offline, and our coined expression became part of the dining talk in Germany.