This kind of goes without saying, but it should be noted that no animals were harmed in the making of this campaign… or eaten. It was in fact designed to raise awareness surrounding food hygiene, provoking us to think about where and what we’ve been caressing with our little mitts. Nobody is going to argue the cuteness of Cupcake the hamster, or Mr. Loaf the pesky Pug, but do we really want to lick jam off our fingers after stroking Mr. Loaf? Probably not because Mr. Loaf has most probably been rolling in something quite pungent. This campaign is fabulously creative and just as thought provoking as those hard-hitting, fear mongering doomsday ads we’re bombarded with. Great stuff Jeremy!