Instead of torturing real geese by eating foie gras, we encouraged people to torture fictitious geese. Several interactive media invited people to do so. Every medium had the same message: "Don’t eat foie gras. And if you absolutely want to torture a goose, torture this one".

A lot of consumers were satisfied with torturing fictitious geese and decided to spare the real ones:10% less foie gras was sold compared to last year.