Barbecue Campaign Switzerland | June 1–30, 2026
For many people in Switzerland, grilling is an essential part of summer. For a long time, the grill has been dominated by meat—and often by men as well. While many women have long been open to trying new things on the grill, men are still lagging behind. Maybe out of fear that their masculinity might falter without meat on the grill. But in reality, the opposite is true: grilling plants shows taste, openness, and confidence.
With this campaign, Swissveg shows that grilling can be done differently—and be just as delicious. The focus is on plant-based ingredients that are perfect for the grill. The goal is to demonstrate that vegetables, plant-based products, and meat alternatives are not just side dishes, but true stars of the grill.
What this campaign is about
This campaign is aimed at everyone who enjoys grilling – not just men.
We want to broaden people’s grilling horizons with new possibilities that deliver on taste. The goal is to establish plant-based grilling as a natural option. Because just because the sun is shining doesn’t mean an animal has to end up on the grill.
Get involved
This campaign thrives on participation.
- Donate now nd help us educate men across Switzerland. With just CHF 30, we can deliver our message to thousands of Swiss men.
- Try out the recipes and share your results.
- Tag Swissveg on social media: #Swissveg #Realmengrillplants
Why grill plant-based?
Simple: because it tastes great. Because it surprises. Because it works. Plant-based ingredients offer everything that makes great grilling:
- Intense roasted flavors
- Versatile preparation options
- Satisfying, hearty dishes
On top of that, it’s better for animals, the environment, and your health.
Discover recipes
Together with gourmet chef Thomas Glässing, we developed a range of recipes for this campaign and pre-tested them on the grill. Click through and see for yourself. From simple and everyday-friendly to creative and unexpected, there’s something for everyone. In both taste and variety, these dishes are a true upgrade from classic barbecue fare.
All photos were taken by Nora Dal Cero.
Grilled aubergine
raclette boats
Rum-glazed grilled
pineapple with pistachios
Grilled Caesar salad
with crispy carrot strips
Thurgau cider bratwurst
in a crusty roll
Piri-piri grill plate
with corn on the cob
Plant cut with rösti
and cognac sauce
Ember-roasted beetroot
with horseradish and dukkah
Grilled oyster mushroom
with chimichurri and bread
Smoky grilled
lion’s mane mushroom
Background & insights
Why do we grill in the first place? And why do grilled foods taste so intense? The following articles explore the cultural, sensory, and social aspects of grilling.
Masculinity
Men stand at the grill while women prepare the sides – why does this division of roles exist? Is the grill the last bastion of traditional masculinity?
The paradox of fire
Objectively, fire is dangerous. Yet we feel safe, comforted, and often unusually relaxed in its presence. Where does this paradox come from?
Maillard reaction
What happens when heat meets food, and where do the aroma, flavor, and appetizing browning we associate with grilling come from?
Social media campaign
During the campaign period, content will be published across various channels, which you can explore here. Want the men in your life to become a little wiser? Donate until 24 June and help us reach even more men.
⇨ Discover the campaign on Instagram, Facebook, TikTok and LinkedIn (in German)
Creating impact together
Every decision we make—whether shopping or grilling—has an impact. Choosing plants helps reduce meat consumption and establish new habits. Join us this summer and make a statement.
