A Plant-Based Campaign the Meat Industry Hated
SERVICES
CATEGORY
LOCATION
Covering Berlin in QR Codes and Smoke
We kicked off the campaign with mysteriously minimal and unbranded QR Code posters. Scanning the posters led to a microsite where people could calculate how much carbon dioxide, water and animal life they save by switching to plant-based meat.
A Billboard That Breathes
The centrepiece of the ‘Better Than’ campaign was a giant chicken-shaped billboard in Berlin designed to do something no other chicken has ever done – absorb CO2. The installation, made entirely of plants, challenged what a chicken could be and stressed the positive impact of choosing planted.chicken.
A Billboard That Inspired a Michelin-Star Chef
Inspired by the campaign, 2-Michelin-star chef Tim Raue joined the movement, taking the Planted message to the fine-dining world. He added two Planted dishes to his restaurant’s vegan menu—proving that sustainable food doesn’t just belong in supermarkets, but on the most prestigious tables in the country.
