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Campaign launched for the "Ohne GenTechnik" seal: Do you know what you're eating?

VLOG / Normal Kommunikation

Eye-catching images of alienated food in the form of a question mark on large public screens and also online ask viewers: "Do you know what you're eating?" and thus draw their attention to the "Ohne GenTechnik" seal. They can be sure that products bearing this seal do not contain any genetically modified ingredients.

"Ohne Gentechnik" currently relevant mainly for milk, eggs and meat

Until now, the "Ohne Gentechnik" seal has been relevant in Germany mainly for foodstuffs such as milk, eggs and meat, as it also excludes the otherwise widespread feeding of genetically modified soy to animals, which does not have to be labelled on the end product. If genetically modified ingredients are directly contained in a food product, this must always be stated on the packaging – even if only in small print. However, this could soon change with upcoming new regulations at EU level.

Seal would also exclude "hidden" genetic engineering in the future

"If the planned deregulation actually goes ahead, more and more foods could soon contain ’hidden’ genetic engineering. This would make the ’Ohne GenTechnik’ seal even more important. Alongside organic products, which are also GMO-free, it would then offer consumers the only way to reliably exclude genetic engineering from their food when shopping. Because whatever the EU decision ultimately is, our seal will continue to guarantee that products are GMO-free," says VLOG Managing Director Alexander Hissting. "We are delighted that we were able to engage the Normal Kommunikation agency to develop this great campaign with us to increase the awareness of genetic engineering in food as well as our seal."

Consumers want to know if there is genetic engineering in their food

According to several consumer surveys, around 80 to over 90 percent of people in Germany want to continue to be able to recognise whether their food contains genetic engineering. In a VLOG survey, 79 percent said that, in view of the upcoming EU decision, Federal Minister of Agriculture Rainer should advocate that so-called "new genetic engineering" (NGT) should also continue to be labelled.

Large displays, online advertising and a landing page with sweepstake

The campaign includes large advertising displays in public locations (digital out of home, DOOH) and online formats (mobile ads) that link to the landing page www.gentechnikfrei.de. There one can find information about the seal, "Ohne GenTechnik" products and where to buy them. Users can also enter a competition to win five prizes of 500 euro for a month's worth of "Ohne GenTechnik" grocery shopping.

VLOG is being supported in its new campaign by the Zurich-based agency Normal, which has already made a name for itself with its eye-catching communication for the Fair Trade seal, among other things.

"Do you know what you're eating?": Campaign landing page gentechnikfrei.de (German)