True Animal Protein Price Coalition: How Logic Seduced The Dutch To Pay More For Their Meat

The True Animal Protein Price Coalition (TAPAC), persuaded people in the Netherlands to pay more for meat by positioning a meat tax as 'paying a fair price'.

How can you get people enthusiastic about paying a higher price for their meat? And how do you persuade political parties to support a higher meat price, despite this formerly being framed and known as the very unpopular ‘meat tax'? Omnicom PR Group in...