Brits are being urged to eat more steak in an effort to 'drive' sales as the coronavirus (Covid-19) crisis continues.
The Agriculture and Horticulture Development Board has created a £1.2 million ($1,500,240) campaign in collaboration with Quality Meat Scotland and Wales' Hybu Cig Cymru - encouraging the public to 'make it' with beef.
The 12-week campaign will reportedly feature cooking tutorials, tips, and 'influencer-driven content'.
'A fantastic opportunity'
According to Sky News, the organizations said they hoped the campaign will 'drive an uptake in steak and roasting joint sales' in the lead up to barbecue season.
"It's a fantastic opportunity for everyone to get involved and create some amazing dishes in their own kitchens," they added.
The announcement stirred opinions online, with many vegans taking to social media to shun the initiative.
On Twitter user said: "This is the exact opposite of what we should be doing as a society right now. Going back to 'business as normal' by encouraging beef consumption only hides the fact that our current collective behavior created this coronavirus outbreak in the first place."
While another added: "Yes let's now binge eat on fast foods and increase heart attacks and obesity- the next Government announcement will be 'eat moderately and protect the NHS'."