Veggie products are on the rise and Kaufland hypermarket chain reflects that trend with Take it Veggie product line. And they are so good that even meat eaters can't resist them. We introduced the veggie product line at Kaufland hypermarket chain with an unexpected hero – the butcher lady. Why? Because we just have to sympathize with her – the veggie products are so good that even hard-core meat eaters can't resist them, and suddenly almost nobody is interested in the meat products she offers. What's more, even her colleague betrays her. The spot is narrated from the point of the butcher, using an original mix of mockumentary and cinematographic style. Following the success of the butcher lady, we introduced 3 more characters of “Kaufland employees" who were complaining about Kaufland Card and K Bio range.