Preface BY ALEX BOGUSKY
As an author of the Truth® campaign 2 to expose the tobacco industry and their manipulative tactics, it is easy for me to see the meat industry has adopted most if not all of the exact same tactics. I doubt the similarity is coincidental. The PR firms that counted on the tobacco industry for revenue had to find new clients to sell their expertise to, and the well-funded meat industry needed their help. As America’s factory farming system exported the philosophy and technology of maximum animal protein per square foot, the consumer was going to have to step up to the plate and eat more meat. This new factory farm wasn’t as humane, healthy or safe as the traditional farming it was replacing -- and a careful multi-pronged PR campaign was the only way consumers would swallow the factory meat lie. When production of meat is up and quality is down you need tried and true PR strategies. Strategies that are right out of the tobacco industry playbook. Appeal to free choice. Align with national pride. Promise social connection. Play on masculine ideals. If it worked once it will rock again and so far the PR campaign seems to work. Even as young people reduce their meat intake, embrace a plant based diet, or even become vegan, overall meat consumption in Europe is still rising. What we are witnessing is the combined power of PR and dozens of multi-million Euro advertising campaigns playing off the same sheet of music.
dissected The 7 Myths of Big Meat’s Marketing
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