By analogy to "carbon footprint", food choices leave behind a "foodprint." This campaign grabs viewer attention with a Uniquely Memorable "meat print," reminding all that Lidl's cheap mass-produced meats have a mean side: deforestation, food insecurity, antibiotic resistance, pollution, water scarcity, etc. Thus, meat print becomes a powerful metaphor for the environmental, health and moral issues that stem from industrial meat practices of Lidl/Aldi, and the choices made by meat-eaters.