Why a Vegetarian Butcher is Applying to German Meat Associations

The Vegetarian Butcher and the German meat associations have more in common than you think: they all share a love of meat, believe firmly in the tradition of the butcher’s craft, and rely on the masterly skill associated with it. Now, The Vegetarian Butcher is appealing to the German meat associations to shape the future of meat consumption in a new campaign by GGH MullenLowe.
In a letter to the German meat associations, Jaap Korteweg is now officially applying for membership. The application video outlines Jaap’s plans for the future and his ambitions to become the world’s greatest butcher. Through social media, Jaap is calling on those who love the taste of meat as much as he does to become part of a movement for a whole new kind of diet. Using the hashtag #thevegetarianbutcher_de, Jaap is hoping to redefine what it means to be a meat lover. The application video will be played widely in digital and social media and will be supplemented by 6-second, 11-second, and social ads.