Thanks for sharing, all. I found this to be a very interesting marketing campaign. I liked that they offered a free kit of information on becoming a vegetarian, although I didn't totally agree with their approach on all the content within the kit. Some of the emotional appeal was a bit over the top. I did think they goofed on the star appeals though. Pam Anderson doesn't have credibility for a statement like she made, and Paul McCartney's statement sounded idiotic because it was so exaggerated. Alec Baldwin was OK, but his "dirty laundry" diverts from the impact of his statement. I think whoever put this campaign together had the right idea for the intent but didn't think things through before they made it so.

Even more interesting is that because of the sensitivity over PETA's reputation for radicalism and social sensitivities over the morality of eating meat almost instantly become the hot topic. Isn't it funny how PR and media sensationalism mix the message?

Personally, I've been a vegan, a vegetarian, and an omnivore. I liked them all and never felt anything truly wrong with any dietary choice, so long as it is based on informed and ethical consumerism. I'm not saying we all have to be perfect, but I do like to try and be aware of the impact of my decisions in what I buy for consumables.