Lügenpressung & ohne Rückgrat
Simple visual approaches working with different puns.
1/3

Solution

The appearance is as simple as clear: it's about meat. Bold, strinking, not yummy though. First pun is "Lügenpressung", which is a reference to in Germany recently inflationary used term "Lügenpresse" (=lying press) by populists – so why not change it's meaning and finally show a "real lying press" (pressed meat). The other pun is saying "Not growing a spine like the people who sell it" – demanding Aldi and Lidl to stand by their products and make it more transparent.

Campaign Scaleability

Meat wherever you look. The typography is kept minimalistic and bold to make the image/text combination work as easy as possible.