London - Britain's Vegetarian Society hopes to win over meat-eaters with a new advertisement portraying vegetables as sex objects.
The 50-second film, which involves suggestively-shaped chilies, melon- fondling and a flaccid asparagus, seeks to alter the public's perception of vegetarianism as boring and depicts it as a sensual alternative to meat.
The advertisement will be released in 250 cinemas across Britain , and the Vegetarian Society is pleased with the message it sends.
"We know that the public doesn't want us to preach about health dangers, so with our new film we can concentrate on destroying the stereotypical view of vegetarianism as dull and flavorless," said the group's spokeswoman Sue Taylor.
"The advert will show Britain the sexy spark in meat-free food."
The society says four million Britons eat no meat, with the number of vegetarians growing by 5,000 every week. Its campaign has been helped by the so-called mad cow scare which has hit beef sales, and by fears that too much red meat can be bad for your health.
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