Vegetarian society unveils ‘100% free horsemeat’ campaign

By on Thursday, March 7, 2013

The horsemeat scandal has prompted a vital question amongst PRs across the country: how far can we push it? Can we successfully piggyback such a controversial (and gross) nationwide issue, and is it morally acceptable?

The Vegetarian Society has decided that it is, and today launched a digital campaign featuring a young girl hugging a horse with the strapline ‘what’s for tea, mum?’

The image then changes to read ‘nutritious, delicious and 100% free of horsemeat. Find out more’.

Liz O’Neill, head of communications at the Vegetarian Society, said: “While the revelations about horsemeat are shocking on their own terms, their real legacy is a more general sense of unease around the meat industry.”

It makes sense for vegetarian brands to capitalise, especially given the news that vegetarian alternatives have seen a boost in recent weeks that has been attributed to the scandal.

The campaign will run throughout March and part of April in horse, pony and equestrian titles as well as health, lifestyle and parenting websites including Mumsnet.

Liz added, “Vegetarianism is a healthy and nutritious diet that people can believe in and really trust. It’s also the best way to be sure your diet is 100 per cent horsemeat free.”

Find out more about the campaign here.

Comments are closed.