The Vegetarian Society has today launched a digital campaign playing on the horsemeat scandal, 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’.
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 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. Media coverage has raised awareness of how meat actually ends up on people’s plates and it’s the Vegetarian Society’s job to help those who feel uncomfortable as a result to see that there is an alternative.
“Vegetarianism is a healthy and nutritious diet that people can believe in and really trust. We hope that the campaign will make people sit up and realise that while global food production might have become complicated, choosing to go vegetarian remains an incredibly simple option with all sorts of added benefits. It's also the best way to be sure your diet is 100 per cent horsemeat free."