Cheap meat campaign "Goldene Kotzwurst"

Challenge

Many environmental organizations consider farming methods 1 and 2 in meat production to be illegal. Greenpeace is also calling on supermarkets to stop selling these products. While Aldi and Lidl had already confirmed their withdrawal, Edeka continued to sell these products. This is particularly ironic given that Edeka markets itself to its customers as a retailer of natural and healthy products.

Greenpeace enlisted our support to publicly show Edeka the red card and stop the sale of products involving animal cruelty.

Implementation

Cruel animal husbandry is bitter. But painful images often lead to rejection or numbness. That's why we chose a humorous, ironic approach for the campaign, in order to reach everyone without glossing over the negative aspects of cheap meat production.

Edeka often posts videos on Facebook showing images of natural farming and happy animals. We parodied this deceptive reality and showed the consequences of cheap meat: animal suffering, climate change, deforestation of the rainforest, exploitation, and species extinction. In a blue screen studio in Kreuzberg, we produced a series of humorous social media clips that ended with the awarding of the “Golden Vomit Sausage.”

The clips were supported by SharePics with ironic farmers' rules, protests in front of Edeka stores, and vomit sausage emojis for Messenger.

As the highlight of the campaign, Greenpeace and influencer @regendelfin presented the Edeka Group with the “Golden Vomit Sausage” for its cheap meat offerings. (Photo: Jonas Wresch/ Greenpeace)

Impact

We were particularly pleased with the success of the campaign: after a few months, Edeka announced that it would be phasing out animal welfare-unfriendly huBesonders gefreut hat uns der Erfolg der Kampagne: Nach ein paar Monaten kündigte Edeka den Ausstieg aus der tierschutzwidrigen Haltungsform 1 an.sbandry method 1.