Meet the British Brand That Gleefully Hates 'Fatties' and Their Sympathizers

And flames those who object to its ads

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Not everyone thinks having a so-called beach body means being a svelte, bikini-clad model. Now, British people are creatively reminding one advertiser of that.

U.K. fitness brand Protein World has been running billboards in the London Underground featuring a skinny woman in a revealing swimsuit, alongside the incendiary tagline, "Are you beach body ready?"

Unsurprisingly, a number of people have taken exception to the implied standard for beauty, and have been hijacking the campaign as a canvas for messaging about positive body image—by posting new versions online.

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