Aarstiderne: Eat Less Green

For years, Aarstiderne owned “eating green.” But as plant-based went from a statement to the standard, green became the default — not the difference. After decades of Aarstiderne owning organic and plant-based living, we came up with the campaign: Eat Less Green. It sounded like a contradiction — but that was the point. By flipping the category’s most overused word, we created a simple, provocative platform that sparked curiosity and re-energised Aarstiderne’s role in culture. The future of food isn’t just green. It’s pink, purple, orange, yellow. It’s every colour on the plate.