To stop these brutalities, this year animal rights organization GAIA decided to launch its own animal friendly alternative for foie gras, a vegetarian version called 'Faux Gras'. 'Faux Gras de GAIA' was launched like a new product. We designed our own logo, we made the packaging and looked for a way to distribute it. The Belgian chain of bio shops and Origin'O immediately agreed to put 'Faux Gras' on their shelves.A campaign was made asking everyone to replace foie gras by faux gras on their Christmas menu. On a special website people could find out where they could buy faux gras and find other animal friendly alternatives.

Results:Faux gras: Sold out in two daysFoie gras: 10% less soldAfter only two days the whole stock of 8,000 cans was sold out.But more important, the sales of the traditional foie gras dropped by 10 percent. Giving duck and geese a Merry Christmas as well.