# Fat-Made Poster Ads The Barmer Gek Campaign Urges People to 'Watch What You Eat' By Meghan Young | Published 2012-09-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/barmer-gek-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/09/barmer-gek-fat-posters/) & [serviceplan](http://www.serviceplan.com) At first glance, the Barmer Gek campaign may appear to revolve around typical posters. In reality, however, they are made using an atypical ingredient: Fat. The masterminds behind the campaign somehow managed to extract the fat from [popular dishes](https://www.trendhunter.com/trends/simply-fresh) and use it to design the posters. This was achieved through a complex chemical process and strategic airbrushing. Conceived and executed by Serviceplan, an [ad agency based in Munich, Germany](https://www.trendhunter.com/trends/innocean-berlin), the Barmer Gek campaign warns, "Watch what you eat." It illustrates how much unhealthy fats are in food through their shudder-worthy posters. For instance, one print ad revolves around the 45 grams of fat that was extracted from a hot dog while another uses 76 grams of fat in a [slice of cake](https://www.trendhunter.com/trends/kfc-thailands-birthday-ad). ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 40% | Activity: 50% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Fat-made Posters:** Using fat as a medium for posters highlights the growing trend of unconventional advertising materials. - **Food Transparency:** The Barmer Gek campaign emphasizes the trend of increasing consumer demand for transparency in food labeling to make more informed choices. - **Creative Messaging:** The campaign's use of visually striking images and shocking facts demonstrates the trend of companies using creative messaging to grab consumers' attention. ### Who This Affects Most - **Advertising and Marketing:** The use of unconventional materials in advertising presents an opportunity for creative agencies to push the boundaries of traditional campaigns. - **Food and Beverage:** Food companies can leverage the trend of food transparency to educate consumers about the nutritional content of their products and promote healthier choices. - **Design and Printing:** The innovative use of fat as a design medium opens up possibilities for the printing industry to explore new materials and techniques for visual communication. ## Related on Trend Hunter - [Made-to-Order Burger Ads](https://www.trendhunter.com/trends/burger-kings-advertisements.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Unconventional Health Food Ads](https://www.trendhunter.com/trends/rxbar-ad.md) - [Food-Inspired Street Art](https://www.trendhunter.com/trends/dish-pics.md) - [QSR Menu Billboard Campaigns](https://www.trendhunter.com/trends/real-size-campaign.md) - [QSR X-Ray Campaigns](https://www.trendhunter.com/trends/kfc-spain-1.md) - [Quirky Plant-Based Food Ads](https://www.trendhunter.com/trends/gosh-food.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md)