Farmers Protest Against Anti-Dairy Cinema Advertisement
Rural and farming campaigners have expressed their discontent over an impending anti-dairy advertisement scheduled to air in cinemas across the nation later this year.
The Viva! advert, labeled as 'hysterical', portrays a dramatic scene where a mother lays her newborn to rest, only to encounter a vampiric figure when the lights go off. Upon the mother's attempt to switch the lights back on, her baby is found missing, and the ominous figure declares, "You can’t keep your baby because we want your milk." The ad concludes with an unsettling image of a calf in confinement, hinting at its fate for meat production.
The Countryside Alliance, known for supporting farmers and rural demographics, has criticized the advertisement as 'sensationalist nonsense'. The British Dietitians Association defends the consumption of milk and dairy, emphasizing their importance in a balanced diet, particularly due to their contribution of nearly a third of the recommended calcium intake and as a primary source of B12 for vegetarians.
Recent trends show a revival in dairy consumption, impacting the market share of vegan brands such as Oatly, which removed its vegan ice cream products from UK stores in 2023. Similarly, Nestlé and Innocent have pulled their plant-based products from shelves across the nation.
Johnnie Furse, representing the Countryside Alliance, remarked on the advert, "People seeking an enjoyable evening at the cinema will be subjected to this biased and out-of-touch video. Dairy continues to be a favored choice in the UK, and dietary preferences should be respected." He further commented, "I, for one, will enjoy a pot of delicious ice cream during my next cinema visit, proudly supporting British farmers and undeterred by such ads."
This isn't the first controversial advert from Viva! In 2018, the Advertising Standards Authority banned one of their advertisements for being misleading. Another pro-vegan campaign from the charity faced a similar fate in 2017 when it was banned for similar reasons. Despite attempts to reach Viva! for comments, no response has been received.
