PETA steps into horse meat row with outdoor ad

PETA is planning to exploit the public disquiet around the horse meat crisis engulfing the food industry by running an outdoor campaign urging to people to extend their compassion to all animals and not just horses.

PETA hopes the horse meat crisis will encourage consumers to consider veganism.

The animal welfare organisation is preparing an outdoor campaign promoting veganism. It features an animal that is a cross between a horse and a cow and reads: “If you wouldn’t eat a horse, why eat a cow? Go vegan.”

Mimi Bekhechi, associate director at PETA, says: “Brits who say ‘neigh’ to horse meat do so because they find ponies loveable, but lambs, pigs, chickens and others are killed for food without many people so much as batting an eyelid or considering their ordeal.

It follows the latest discovery that some Findus branded products contained up to 100 per cent horse meat DNA. Industry experts have urged supermarkets and food manufacturers to take steps to reassure customers over the quality and safety of food products or risk a widespread decline in confidence.

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here