In 2025, Greenpeace exposed the contradiction between supermarkets’ green image and their push for cheap meat.
We developed the concept of an “algorithm fail” — fake ads styled like Edeka promotions that glitch into plant-based alternatives.
(WORk)
No items found.
(Context)
The campaign revealed this double standard with a bold key visual. Edeka’s iconic yellow heart ripped apart. Greenpeace spread the campaign widely across social media, supported by influencer Bianca Heinicke. Within two weeks, more than 100,000 people had signed Greenpeace’s open letter demanding Edeka reduce its meat offerings and stop animal cruelty.
(My Role)
I worked on this campaign at Social Social, from the first briefing to the pitch, and later in developing the campaign with Greenpeace Germany. I helped shape ideas and two strategic approaches, focusing on a concept that could spread on social media, and created the campaign assets with the copy and concept team, from visuals and captions to the final fake ads and carousels.
.svg)
.svg){kind=icon}
.jpg)
.jpg)
.svg)
