A novel advertising campaign from the German pork sector is aiming to reignite public interest in pork consumption with a striking visual: steaks grilled over an active volcano. The initiative, dubbed “Das große Angrillen – Schwein gehabt” (The Big Grill – Lucky Pig!), launched this week with a professionally produced film showcasing the dramatic cooking method, complete with a grill suspended by helicopter over flowing lava. The campaign represents a concerted effort to address declining pork consumption in Germany and reframe the conversation around meat eating.
The campaign, spearheaded by the organization Initiative Fleisch, isn’t shying away from spectacle. The promotional video, which has already garnered attention, features pork steaks cooked over the fiery landscape, intended to evoke emotion and capture attention. According to Initiative Fleisch, the goal is to move beyond simply discussing nutritional value and instead tap into the cultural significance of pork, particularly in the context of German barbecue traditions. The organization, supported by numerous companies and organizations within the German pork chain, aims to bring together facts, knowledge, and diverse perspectives on meat as a food source.
Addressing Declining Consumption
The launch comes at a time when pork consumption in Germany has been steadily decreasing. Initiative Fleisch director Kirsten Otto told TopAgrar that pork consumption per capita in Germany fell by more than a fifth between 2014 and 2024, reaching 28.4 kg. TopAgrar reports Otto believes the campaign can help reverse this trend by appealing to consumers’ enjoyment of pork without triggering defensive reactions.
“We are hitting a sensitive nerve with this: people don’t wish arguments at the dinner table,” Otto said, as reported by TopAgrar. “Many people enjoy eating meat and don’t want to have to justify it, especially not as if eating meat is something inhumane. Whether it’s a classic chop, marinated neck, or crispy belly: pork has been part of German barbecue culture for generations, especially when grilled.”
Initiative Fleisch emphasizes that the campaign isn’t about lecturing people about their dietary choices. Instead, it aims to foster an open dialogue and respect individual preferences. The organization’s website, initiative-fleisch.de, highlights its commitment to providing facts and promoting understanding around meat consumption.
A Broader Approach to Meat Dialogue
Initiative Fleisch’s approach extends beyond simply promoting pork. The organization, whose members include the German Farmers’ Association (DBV) and the Association of the Meat Industry (VDF), seeks to address broader societal concerns surrounding meat production and consumption. According to its website, Initiative Fleisch aims to facilitate a “factual and open dialogue” about nutrition, origin, and responsibility within the meat industry.
The campaign’s emphasis on emotional imagery and accessible messaging reflects a broader trend in food marketing, where brands are increasingly attempting to connect with consumers on a personal level. By focusing on the enjoyment and cultural significance of pork, Initiative Fleisch hopes to counter negative perceptions and encourage a more nuanced conversation about meat eating. The organization’s Dutch counterpart is Nederland Vleesland.
The launch of “Das große Angrillen – Schwein gehabt” marks a significant investment in promoting German pork. The campaign’s success will likely depend on its ability to resonate with consumers and navigate the increasingly complex landscape of food ethics and sustainability. Initiative Fleisch has announced that further actions related to the campaign are already planned, suggesting a sustained effort to reposition pork as a desirable and culturally relevant food choice.
The next step for Initiative Fleisch will be to roll out the additional actions planned as part of the “Das große Angrillen – Schwein gehabt” campaign. Consumers can locate more information and view the full promotional video on the Initiative Fleisch website. What are your thoughts on this unconventional advertising approach? Share your comments below.
