Simply Be is to launch a “counter attack” in response to the controversial Protein World “beach body campaign.

simplybeCreated by McCann Manchester, the ads will appear tomorrow, featuring size 14 model, Jocelyn Corona and featuring the words: Every Body is Beach Body Ready.

Styled as a direct response to the Protein World ad, which featured a super-slim model asking: “Are you beach body ready?” they will appear at Knightsbridge Station and on a roaming London ad van over the weekend.

It coincides with a mass “Taking back the beach” protest in Hyde Park.

“The Protein World campaign appeared just after our own ‘beach-body’ messaging launched – but with a very different philosophy!  While the #SimplyBeKini campaign advocates merely putting your bikini on to get beach ready, the Protein World message challenged women to shed the pounds,” said Ed Watson, creative director at Simply Be.

“Because it so literally flew in the face of our ethos of self-acceptance, we wanted to get our message out further, hence taking ad space in one of London’s busiest tube stations.

“We have a responsibility as retailers to be representative in our advertising and that means using an array of body ideals that are achievable. While the Protein World model, Renee, is undeniably beautiful and I’m sure very healthy, it is irresponsible to project something that is largely unachievable as the ideal.”

The Advertising Standards Authority has banned the Protein World ad and launched a social responsibility investigation as a direct result.