After months of work to redesign and modernize the image of its more than 155 restaurants, VIPS extends its Transformation proccess to a new menu that elevates its gastronomic offer with a series of special dishes, which the company has baptized as atypical dishess.
The spirit of the new atypical dishes is to extol his more elaborate cuisine making “unique and different” dishes, and at the same time highlighting its open kitchen prepared at the moment, which continues to prepare the usual dishes.
These new suggestions are a Carbonara with torreznos from Soria, a Wellington sirloin VIPS or some Iberian meatballs curry, as well as salmon and avocado tartare, Iberian pork and Villaroy breast.
Fusion dishes
The soria carbonara consists of some peculiar spaghetti to the carbonara, with crispy bacon from Soria, bits of bacon and flakes of Parmesan cheese.
The VIPS Wellington is a crunchy Stuffed puff pastry of tender beef, ham and duxelle mushrooms with Dijon mustard, accompanied by a creamy mashed potato and cauliflower, sliced portobello mushrooms and Spanish sauce.
Iberian meatballs are juicy Iberian pork meatballs masala curry on a combination of wild rice and basmati, accompanied by pita bread.
On the other hand, the salmon and avocado tartare is served as cubes of marinated salmon in soy and lime dressing with avocado, served with sour cream and crispy crystal bread toasts.
The Iberian pork is served with an innovative pistachio chimichurri on puree creamy potato and cauliflower, accompanied by a stir-fry of vegetables, while the Villaroy is a southern-style crispy chicken breast, stuffed with béchamel sauce and a spicy touch of honey and sriracha, accompanied by fried egg, sweet potato and the popular VIPS special sauce.
Offer the latest trends
“We want to add the last trends gastronomy to the daily life of the usual VIPS”, explains the company’s marketing director, Sandra Carrasco. For her, the will is to make this culinary exploration daily.
As he recounts, seeking to recover the DNA of the brand and those product truths that make VIPS unique, they realized what complicated which was to define VIPS, since it covers multiple mental and consumption spaces according to each person.
Launch with campaign
Within the framework of a more global transformation, especially in the field of communication, the company has launched a campaign with a popular tone and nice.
This new campaign seeks the complicity with the viewer, it also launches a new visual identity for the brand in the graphic media.
The founder and executive creative director of Mono, his creative agency, explains that they have sought to recover the brand DNAbelonging to the ALSEA restaurant group, and “value the things that only VIPS offers”.
It is not normal
As he defends, there is nothing similar to VIPS in Spain, and that is why his offer is defined “as the opposite of something ‘normal'”. Precisely, this new campaign has been baptized as “The VIPS thing is not normal ”.
The campaign will be released in all platforms: television, radio, outdoor, digital and will have special actions by the media agency Arena Media with whom the content strategy will be worked on.
Besides, with this new campaign, the brand presents a new communication platform, leaving its “Very open” in the background to modernize and try to regain a place iconic place in the Spanish gastronomic culture.
Bacon Torrezno Semi-elaborated – Tendilla Torreznos – 500 Grams
In this first campaign, the things that make an establishment so special, and emphasize the role of VIPS as a place where you can enjoy a great variety of dishes unique and very different, with a kitchen open at all hours of the day.
Photos | VIPS
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