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