The basic idea is the pun of the German expression 'die Spitze des Eisbergs' (the tip of the iceberg) and its use as a hashtag visualized in an unusual way. Die Spitze des Fleischbergs is a catchy claim that leaves room for imagination. By replacing 'Eis' (ice) with 'Fleisch' (meat) various images are created like the mass production of meat or that there is more to see than just the beautiful/innocuous packaging at the surface. A further topic linked to the word iceberg is climate change.
Greenpeace against cheap meat
Online and guerrilla visual for the use of the hashtag #diespitzedesfleischbergs