Meine kleine Farm (My little Farm) sells organic, free range meat products from happy animals. The animals have lived decent lives on small, traditional farms and are slaughtered by local family-owned butchers. A photo of the exact animal that you eat is on the packaging. Translated into English the tagline reads: We give meat a face.
Challenge: How do you educate customers on the problems of meat consumption and sell meat products at the same time?
The brand has to be upbeat, approachable, honest, transparent, sincere and fun. It has to do so while dealing with the reality of meat production and the slaughter of animals.
Solution: Make it about the animal. Tell the story about the small farmer and the local butcher. Communicate total transparency. Show a portrait of the exact animal they are eating. Introduce the farmer and local butcher, including the distance between the two.