The Katjes TV spot for its vegan chocolate, designed by Pink Floyd’s The Wall artist Gerald Scarfe, is attracting national media attention in Germany. The Bavarian Farmers’ Association had criticized it because of the one-sided presentation of the dairy farmers.
The advertising council and the competition headquarters are now involved, which has led to mass exposure for the company and the product. Over 30,000 hits were recorded on Youtube in the last few days, plus more than 1,000 comments.
To introduce the sustainable and animal-friendly alternative, Katjes has launched a Germany-wide campaign under the motto “Cool without a cow”. The illustrator legend Gerald Scarfe, world-famous for the Pink-Floyd cover of “The Wall”, was won over for the artistic realisation. The TV spot criticises the mass animal husbandry with cows and explains the solution to the problem is oats – the most sustainable and environmentally friendly alternative to all non dairy milks.
According to Katjes, “Chocjes” is a sustainability guarantee because the chocolate contains UTZ cocoa and UTZ hazelnuts (“Hazel Smack”) in addition to the oat drink. In terms of environmental compatibility and sustainability, oats are superior to other vegan milks such as soy and almond milk. In addition, both Chocjes varieties are packed in FSC-certified paper envelopes.
Click here to watch the TV spot.