Vips He has found at the intersection between the modern and the classic a space to connect with the consumer authentically, and democratize market trends with affordable prices. It is the approach that articulated the campaign “Controlled modernity”with which he presented his new breakfast letter, and now he returns with a second installment to publicize his “atypical” dishes and stand out at the time of consumption of dinners.

Vips now expands the idea of ​​mono Madrid of that campaign -recognized in the National Creativity Awards -to present a gastronomic with which he wants to conquer weekend nights,

Communication starts from the insight that It is increasingly difficult to find a normal site for dinner; Spaces with very high music where you cannot speak, poor illuminations that do not show the dishes or the company, or open kitchens and culinary scenifications.

Faced with all this, and under the umbrella of the “Lo de Vips is not normal” platform, the restaurant chain claims to offer an honest and quality alternative in which to really enjoy dinner time without giving up a good experience.

The idea is reflected in spots that portray, in humor, different negative aspects of modern experiences. In the pieces, with cute production, VIPs is shown as a reliable option, with a quality menu and with renewed spaces and designed for enjoy unnecessary foods without addition.

“In Vips we have new dishes, perfect for a dinner, but we put the music at a normal volume. So that you can speak and that“He says in the first of the ads.

“Now in Vips you can eat a baked salmon on hummus of peas and cream cheese and see what you are eating, because there is light. It is not very dark”, Indicates in another.

In the third piece, Vips channels the bad experiences of restaurants with open kitchens, noting that in its chain you can eat a Teriyaki cheek without sitting in the kitchen with the heat and cries of the chefs. “In the kitchen we will be cooking and now”, They indicate.

“Our goal is to position ourselves as the place to go when someone wonders where to dine well a weekend. We want to achieve it through a proposal based on cooked quality dishes, in welcoming spaces and with an environment that invites you to stay“, says Raquel Martín, Brand Manager of Vips, in a statement. He assures that the company does not seek to reinvent the kitchen, but only claim the value of enjoying of a good moment in comfortable spaces that you want to return.

From the agency they point out that the concept of “controlled modernity” allows to build the way of talking about the brand, with a unique and characteristic point of view for Vips. “As a close and accessible brand, we have always been close to people and that allows us to find observations, habits and insights in the daily life of the people to support us”, Explains Jorge Fesser, founder and managing director of Mono Madrid.

The new atypicals of Vips

The new iteration of “controlled modernity” has also been activated in social networks where the chain offers more Details of the new dishes that form the “Atypic” collection: Roasted carrots with Cous-Cous, salmon on hummus and cream cheese, carillera teriyaki, roasted chicken with Spanish sauce and barbecue ribs. “In Vips we are more restaurant than ever, but with controlled modernity“They point out in the publication.

With “atypical”, Vips also expands its Cocktail letter to accompany the dishes and diversify the experience in the dinner. Thus, in this other publication, the chain highlights the arrival of the Kalimotxo de Mora, the Tropical Hibiscus and La Paloma; A new type of drink with Lima.

Following one CARAT media planningthe second installment of “controlled modernity” will have activations on television, social networks, digital platforms and external advertising.