Simply Be will unveil a counter attack to the controversial weight loss campaign from supplements company Protein World tomorrow.
The plus-size womenswear brand owned by N Brown has created adverts featuring size 14 model Jocelyn Corona in a bikini which say: “Every body is beach body ready”. The adverts are in response to Protein World’s current posters which feature a slim model asking: “Are you beach body ready?”
The Simply Bekini adverts will be displayed at Knightsbridge station in London and on an ad van that will drive close to the ‘Taking back the beach’ protest against Protein World that is set to take place in Hyde Park tomorrow.
Ed Watson, creative director at Simply Be, said: “The Protein World campaign appeared just after our own ‘beach body’ messaging launched – but with a very different philosophy!
“Because it so literally flew in the face of our ethos of self-acceptance, we wanted to get our message out further, hence taking ad space in one of London’s busiest tube stations.”
More than 50,000 people have signed a Change.org petition to have the Protein World posters removed.