Food lobby turns to foot-and-mouth ads to recruit members

The Soil Association, the UK organisation that promotes organic

food and farming, is using the foot-and-mouth crisis in a hard-hitting

campaign to attract new members.



The press ad, created by Hooper Galton, uses the shocking image of a cow

being destroyed by a bolt gun, along with the line: 'There's no such

thing as cheap food.' The copy claims that the crisis has cost the UK

pounds 1 billion and points out that consumers are not getting cheaper

food because they are having to foot the bill as taxpayers.



The ad, which will run in this weekend's Observer Food Monthly

supplement backed by inserts in The Guardian and The Independent, urges

readers to donate money to avoid 'the appalling price of a cheap food

policy'.



The ads were art directed by Martin Galton and written by Steve Hooper.



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