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.

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.