LESS IS FAIR

Synopsis

In Germany, cow's milk is taxed at 7 % VAT, while plant-based drinks are taxed at 19 %. REWE considers this unfair – and has therefore launched the "Less is fair" campaign. The aim of the initiative is to reduce the VAT on plant-based drinks to 7 % as well.
As part of the campaign, participants can sign a petition calling on the Bundestag to make this adjustment. Around 150,000 signatures have already been collected.
The commercial follows promoters who raised awareness for the campaign in Berlin on behalf of REWE and gives passers-by a chance to speak. While the promoters sometimes encounter polarized reactions, the passers-by in the spot are surprisingly united: "Oat milk is great – and should not be a luxury product."