We see an average mom in the grocery looking to purchase deli meats for her family. She encounters 'Mooscles'. A giant muscle of a human being in a cow costume. He couldn't look any more unnatural. However, he is offering her a package of his 'natural' deli meats. She doesn't believe him. He insists. Just look at the green leaf on his package. He holds up a package of his deli meats. There's a green leaf on the package. The camera pulls back to reveal there's a green leaf on his other 'package'. A graphic comes up and asks, "What's in your sandwich?" And we resolve to the Applegate end treatment with the tag line 'Peace of Meat'.