Better Than Chicken*

360° campaign for Planted

A campaign across Berlin and Zurich, brought to life through three different executions but built around one simple fact: planted.chicken produces 74% less CO₂e than conventional chicken. For us, that made it better than chicken, and gave us one bold message we wanted to put everywhere.

The Berlin TV Tower at night beside a building with a projected ‘Join a better mission. Cut CO₂e emissions.’ message A person in a yellow chicken costume leaning out of a car at night, with the projected message on a building behind

Projecting the message

We started with a guerrilla teaser across Berlin, projecting 74% less CO₂e onto buildings around the city for six hours. It was unexpected, a little daring and got people asking exactly the question we wanted: ‘74% less than what?’

‘74% less CO₂e. Take a better bite.’ projected onto a wall on Bernauer Straße ‘74% less CO₂e. Take a better bite.’ projected onto the side of a tall building A chicken made of light projected onto a building, with the Berlin TV Tower in the distance

74% less - Loud and Clear

Next, we took the claim to Zurich, where Planted was born, and put 74% less CO₂e somewhere it couldn’t be missed. A simple, oversized statement about why choosing Planted could make a real difference for the planet.

Better than chicken in 1000 plants

Finally, we painted ‘Better Than Chicken*’ across a huge wall in East Berlin, alongside a giant chicken made from 1,000 different plants. The mural turned the campaign claim into a city-scale statement - one designed to make the environmental argument for Planted impossible to ignore.

The finished yellow ‘Better than chicken.*’ mural with a chicken made of plants, seen from the street An aerial view of the street with the mural wall partly complete and a scissor lift beside it
A person placing plants into the living wall of the chicken mural The plant-covered chicken taking shape on the yellow wall, with workers on a scissor lift
Close-up of the ‘Better than chicken.*’ lettering on the yellow wall with a scissor lift in front
Planted packs of pulled and kebab products laid out at an angle on a white surface An Instagram post from eatplanted: ‘Dear Alex Wilson, planted.chicken is better than animal meat*’

Planted - the better alternative

We took Better Than Chicken even further, putting Better Than Chicken, Pork and Beef directly on the packaging - a bold positioning move in Switzerland, where plant-based meat isn’t even classified in the same category as conventional meat.

And when Swiss athlete Alex Wilson attributed a positive doping test to contaminated meat, we joined the conversation with a simple invitation: switch to Planted. Better became more than a campaign line; it became a position the brand was willing to own.

vegconomist article: 'Food Tech Startup Planted Foods Causes a Stir in Berlin With Giant Chicken Made of Plants', with a photo of the mural