Natalie Harvey, from Combat Bullying, says the advert contributes to a culture of body-shaming and is concerned it could have an impact on children in particular, given its location on the side of a supermarket where families are likely to see it.

And after speaking out about the poster in question, Harvey tells Stylist.co.uk she is now having to contend with online abuse from those who believe the slogan is harmless.

She previously told the BBC: “I was terribly bullied as a child to the point I was beaten up and had a broken arm, just because my hair was different.

“I don't understand why we are using these kinds of advertising. It's almost like shaming people.”

Speaking to Stylist.co.uk, Harvey explains: “It absolutely illustrates my point literally being told I'm an ugly fat bitch, I should be dead, I’m a sensitive lefty liberal – it’s ongoing. The world needs more kindness and we are creating a hate culture.

“I'm definitely not sensitive, I'm not a victim, but I think there is a time and a place for ads like this, especially as mental health is at an all-time high. Eating disorders, mental health, body-shaming; I work with children who have attempted to take their own lives. I'd sooner see positivity and love promoted on a community’s high street.

“Yes, we need to get fit, but let's inspire and motivate, not poke fun. Keep these ads for adults in adult-frequented places.”

Fat-shaming fitness: UK gym under fire for provocative “fat and ugly” poster