In order to convey the message “100% vegetarian“ as clearly and uniquely as possible, we chose a well-known Austrian culture magazine called “Meat“ – and literally stripped it of the meat: from cover to cover, we crossed out every single mention of the word “meat“ with thick green bars. On the magazine’s wrapper, we printed a lofty “Ode To The Meat“ that lead over to the new Veggie Burger.

The "meatless" issue of "Meat" magazine triggered a heated discussion about vegetarianism on the Veggie Burger's Facebook account.