A Plant-Based Campaign the Meat Industry Hated

Planted, the Swiss plant-based meat innovator, entered the German market under pressure. Traditional meat producers tried to prevent direct comparisons with chicken and meat. We were tasked with launching a campaign that made the benefits of plant-based meat impossible to ignore.

We let facts lead the fight. based on a study proving that planted.chicken produces 74% less CO₂ emissions than conventional chicken, we created “Better Than”—a campaign that combined real data with bold simplicity. From QR code posters to a CO₂-absorbing chicken-shaped billboard, every touchpoint sparked curiosity, visibility, and change.

The campaign reached millions, challenged the meat lobby, and positioned Planted as a climate-positive alternative in German food culture. It drew press attention, influencer engagement, and even a partnership with Michelin-star chef Tim Raue, who added Planted products to his restaurant’s vegan menu.