Die Spitze des Fleischbergs II
Puns on modified discounter logos
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Solution

Popular German sayings with a funny, catchy, meat-related twist that leave room for imagination. Die Spitze des Fleischbergs: 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. The same goes for Speckmantel des Schweigens which suggests that bad circumstances are tried to be hidden.

Campaign Scaleability

The puns/claims and their backgrounds are scaleable in any possible way and work in many different media types.