Animal Rights Group Launched Horse Meat Campaign
To protest the legality human horse meat consumption in Ohio, local horse rescue group Second Chance Horse Rescue launched an ad campaign promoting a ficticious restaurant chain called Red Derby Burger, to illustrate what life might be like if horse slaughter for human consumption proliferated. With the headline, "The Biggest Damn Burger America's Ever Laid Eyes On," the ad ran several times in local media prior to the truth being revealed both in print and on the spoof website.
Second Chance claims 150,000 horses are slaughtered each tear for human consumption. Barefoot Advertising created the campaign.