The challenge:

At first glance, a vegetarian butcher would appear to be a contradiction. So how was it possible to convey the idea that even vegetarians can enjoy sausages, cordon bleu and hamburgers?

The solution:

We display the butcher’s range in the style of the famous artwork “Ceci n’est pas une pipe” by surrealist painter René Magritte. What initially appears to be sausage, cordon bleu or hamburger is in fact made from tofu, seitan (wheat gluten) or other meat substitutes. Each POS Poster has been framed like a work of art.

The result:

The contrast between form and content meant that the campaign quickly attracted attention. Not only did it reach the vegetarian target group, it also inspired curiosity in many meat-eaters who decided to “try something new”. Today the vegetarian butcher sells more sausages than many traditional butchers.