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Mini promotes ‘beefed up’ car in iris Worldwide ad

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By Ishbel Macleod, PR and social media consultant

February 20, 2013 | 1 min read

Mini has decided to make a play on the horsemeat scandal in its first ad by iris Worldwide since the agency was appointed in December 2012.

The ad promotes the ‘beefed up’ aspect of the car, while making a tongue-in-cheek comment on the horsemeat activities in regard to its level of horse power.

The print ad uses the strapline "Beef. With a lot of horses hidden in it.", which was created by Shaun Mcilrath, iris Worldwide's executive creative director.

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