In the beginning there was fire. Kindled by lightning from heaven. It burned and blazed flames without tire. And maketh boys into men. But today, what has become of it? A puppet-show? A Barbie-Q? But men are not made for fussy work. They don’t care about pomp and decor. They are Masters of the Fire!

So the German supermarket EDEKA with high competence and quality of meat reminds the men in an epic poem what really counts: Just them, their meat and the flames of their grill.