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The ‘life of a pig’ to demystify the origin of meat

The ‘life of a pig’ to demystify the origin of meat

The ‘life of a pig’ to demystify the origin of meat

This new campaign is from BEUC, the European Consumer Organisation. The online version is the story of a pig made in a horizontal scroll webpage.

The website shows the need to tell to people the origin of the meat they all eat in Europe, even when it is transformed into sausages or other products. Because you haven’t the slightest clue of the pig’s origin. This is because EU laws do not require origin and the BEUC want to change this. It is a call for mandatory ‘Country of Origin Labelling’ (‘COOL’) on processed meat products such as sausages, ham and ravioli – to name a few.

Research has shown that 90% of consumers want to know where their meat comes from. Still, you can have a hard time finding out the origin of the meat in your burger or ready-meal. Only a handful of manufacturers voluntarily display this information.

See ‘the life of a pig’ here.

Additional credits:
Creative Director: Charlélie Jourdan
Art Director: Arnaud Jourdan
Graphic Designer: Sabrina Lê
Production Assistant: Sara Bernard
Account Manager: Gauthier Bas

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