The ads are part of a major campaign by the Association for Food without Genetic Engineering (VLOG) – Germany’s Non-GMO association – to raise awareness of its “Ohne GenTechnik” (Non-GMO) seal. Launched in October 2025, the campaign uses eye-catching images of food shaped like question marks and asks viewers: “Do you know what you're eating?” The aim is to prompt consumers to look out for the “Ohne GenTechnik” seal when shopping. ENGA spoke with Sönke Guttenberg, VLOG’s Head of Media and Public Relations, to hear more about the campaign.
The perfect message at the right moment
Sönke explained why VLOG chose to launch the campaign now: “Our main motivation is very simple: increasing the relevance of our ‘Ohne GenTechnik’ (Non-GMO) seal. With its eye-catching imagery and strong placement, the ads aim to stop passers-by in their tracks. We want people to question what they are buying, cooking and eating. Without the ‘Ohne GenTechnik’ seal, you cannot be sure whether a product is GMO-free or not. The obvious solution: look for the seal when shopping.”
The campaign’s main objective is therefore to raise awareness of genetic engineering in food in general – and of the Non-GMO seal in particular. Timing also played an important role. As Sönke explains: “The ongoing final phase of the New GMOs (New Genomic Techniques, NGTs) deregulation debate obviously influenced the timing. The campaign launch in October coincided with the final decision round among EU member states and the associated media coverage in late 2025. After the first round of the campaign, we added an additional message highlighting that the issue also concerns New GMOs.”
Consumers want to know if there are GMOs in their food
Consumer research consistently shows strong interest in transparency. According to several surveys, between 80% and more than 90% of consumers in Germany want to be able to recognise whether their food contains GMOs. In a VLOG survey, 79% of respondents said that, in view of the upcoming EU decision, Federal Minister of Agriculture Alois Rainer should advocate that so-called “New GMOs” should also continue to be labelled.
Grabbing consumers’ attention
Explaining the creative concept behind the campaign, Sönke said: “Uncertainty is a powerful tool for grabbing attention. The question mark is probably the most recognisable symbol of uncertainty. By confronting people with their lack of knowledge, we encourage them to find out more. Thanks to our seal, the information is right at their fingertips.”
The striking visuals, combined with prominent placement, ensured strong visibility among the German public. The first phase of the campaign in October 2025 focused on Munich, Berlin, Frankfurt, Cologne, Hamburg and Stuttgart. Advertisements appeared on Digital Out-of-Home (DOOH) screens in locations such as railway and public transport stations, alongside mobile advertising displayed on smartphones.
Green Week focus
The campaign was later expanded with a special edition around Green Week in Berlin, targeting a more specialised audience of consumers, stakeholders and policymakers. Large-format advertisements were displayed at three major entrances to the fairgrounds, alongside billboards at nearby U- and S-Bahn stations and at Berlin’s main railway station (Hauptbahnhof).
Postcards featuring the campaign’s four motifs were also distributed to visitors. Sönke notes that the campaign complemented VLOG’s broader presence at Green Week, where the organisation hosted discussions with politicians and stakeholders: “This year the timing was perfect. Green Week took place right in the middle of the final debate around EU deregulation of NGTs – a perfect opportunity to highlight the issues of GMOs, Non-GMO production and labelling.”
Creating a buzz around Non-GMO
In terms of impact, the first phase of the VLOG campaign generated almost 10 million views on public screens, while mobile ads were displayed more than half a million times in October 2025 alone. The campaign also attracted significant media coverage and sparked discussion among Green Week attendees. From food sector professionals to members of the public – and even senior politicians – the campaign clearly succeeded in capturing attention.
And this is not the end of the story. VLOG plans to build on this success and continue rolling out the campaign in 2026. As Sönke explains: “The relevance and media coverage of Non-GMO will most likely increase after the final decision on NGT deregulation. We will certainly use this public attention and opportunities like Green Week to continue the campaign. We are also considering cooperation with partners – interested food retailers and producers are very welcome to contact us.”
The campaign is supported by the Zurich-based creative agency Normal, known for its eye-catching communication campaigns, including work on the Fairtrade seal.
More information about the campaign:
https://www.ohnegentechnik.org/en/news/article/campaign-launched-for-the-ohne-gentechnik-seal-do-you-know-what-youre-eating
Campaign website:
https://gentechnikfrei.de