The Vegetarian Society UK - Become a Real Food Lover

Archive Material! The Rude Food Movie is no longer hosted by uclubber but if you wish to view it, click here

The Steamiest Diet on the Net
The sexiest food advertisement ever seen - on the web now

PRESS RELEASE
February 2001

The Vegetarian Society, in partnership with The Co-operative Bank, is making the sexiest food video on the net available in time for Valentine's Day at a link from its site at www.vegsoc.org/valentine.

The advertisement, described as 'stylish, mouth-watering and sexy' by its creators OglivyOne Worldwide - London, will further establish vegetarian food as not only compassionate but passionate, the most sexy diet on earth.

Hot Dinner the beautifully shot, 40 second commercial created originally for cinema release in June 98 called 'Hot Dinner', explores the steamier side of food preparation and consumption and ends with the line 'Become a Real Food Lover'.

The advertisement, featuring stunning shots of sizzling chillies, drizzling oil, dribbling asparagus tips and oozing peaches, is designed to encourage the consumption and preparation of 'real food' and is set to revolutionise the image of vegetarians and vegetarian food.

'This film makes people look at food in a totally different way. The advertisement celebrates the sensuous and the erotic qualities of vegetarian food. Retailers of fruit and vegetables should think about stocking up for the coming weeks, there could be a mad rush!" said Tina Fox, chief executive for The Vegetarian Society. "We are delighted to find another opportunity to share the Hot Dinner film with a wider audience than we were able to reach through cinema release and we hope that people will learn that vegetarians don't take themselves too seriously" continued Fox.

Medical evidence from the United States has shown that vegetarians are likely to be better lovers. Research indicates that a no-meat, low-cholesterol diet rich in fruit and vegetables could be the key to reviving your sex life. Diets with high meat, high-cholesterol consumption can cause blockages in the arteries not only to your heart but also to the genitals.

The advertisement received a 15 certificate from the British Board of Film Classification and can't be shown to the thousands of younger visitors to the Society's site. The film is therefore being generously hosted by www.uclubber.com, the site, aimed at mainstream clubbers in the 18-24 age group, that shows what happens when real people hit the clubs and party. Not only will their visitors appreciate the steamiest food advertisement on earth, (with an option to send a link to your Valentine and put them in the mood for a Hot Dinner date!) but they are also in a sector of the market that is most interested in and most likely to be meat reducing or vegetarian.

The advertisement forms just part of an integrated Valentine's Day package for consumers on the Society's website including recipes packed with veggie aphrodisiacs and a chance to win romantic veggie gift packs for you or your loved one.

Notes to editors
(contacts for press only, public see Contacts page)
* To request photographic stills from the advertisement or a CD ROM of the advertisement please contact Su Taylor in the press office.
* The advertisement was created by OgilvyOne Worldwide London and directed by Mark Taylor for Productions International. Contact Shireen Crowe on 0207 566 7020 for more info on OgilvyOnr Worldwide London.
* The advertisement formed part of The Co-operative Bank's 'Customers who Care', Food Campaign.
* To view the advertisement go to www.vegsoc.org/valentine.
The Vegetarian Society, a national registered charity, is the oldest vegetarian organisation in the world. It offers an independent voice able to promote and provide information on vegetarianism. The Society operates its own 'V' Symbol trademark, The Cordon Vert Cookery School, a membership scheme and publishes The Vegetarian magazine quarterly. The Society is dedicated to promoting a diet that is good for animals, health and the environment.
The Cordon Vert Cookery School is based at Parkdale, a magnificent Victorian mansion set in the Cheshire countryside. It has an unrivalled reputation for excellent, imaginative and innovative vegetarian cuisine - catering for all abilities from the amateur through to the professional. Courses at the Cordon Vert run throughout the year and Gift Vouchers are available and make great presents.
For more information or help please contact Su Taylor, Press Assistant on 0161 925 2012 - email: su@vegsoc.org - or Samantha Calvert, Head of Public Affairs on 0161 925 2009. Out of hours please call 0973 108167.