The UK’s leading vegan charity Viva! has today launched Müller Killer, its biggest ever campaign to raise awareness of animal cruelty in the dairy industry.
To kick off the campaign, Viva! held a stunt in Leicester Square featuring vegan celebrity chef Matt Pritchard. The Dirty Sanchez prankster turned vegan celebrity chef dined on a mock Müller corner yoghurt, with the fruit replaced with a concoction of replica blood and umbilical cords.
It is reported that members of the public looked on with a “mix of shock and intrigue” as he ate the creation, while Viva! team members offered the crowd free samples of vegan yoghurts.
At the launch event, Viva! also premiered a parody of a Müller TV ad, which was created in collaboration with the award-winning media production company Skylark.
The ad mocks the famous Müller adverts while highlighting the suffering that is present in each Müller product and any food item that contains dairy.
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The campaign follows a recent story in the The Observer that revealed Müller sources dairy from a number of zero grazing farms that lock cows in barren sheds for their entire lives.
Viva!’s managing director Laura Hellwig said the aim of the powerful new anti-dairy campaign is to “dismantle the narrative that dairy is a peaceful industry, when the reality is much more brutal”.
“Our recent investigation revealed that leading dairy brands Müller and Arla get dairy from farms that lock cows in barren sheds their entire lives, causing unimaginable stress and boredom,” she continued.
Following the stunt, Viva! will be embarking on a tour to some of the biggest cities in the UK, stopping at Bristol, Nottingham, Birmingham, London, Oxford, Cardiff, Leeds, Manchester and Liverpool across June and July.
