We love nothing better than a social media backlash in the name of sexism - especially when it involves calling out an aggressive body-shaming campaign designed to make women feel insecure.
For a few weeks now, disquiet has been growing over Protein World's "Are You Beach Ready?" posters, featuring a bikini-clad model to plug the benefits of weight loss supplements.
Over the weekend, this unease erupted into a full-on storm on Twitter, Instagram and Facebook.
A petition to remove the posters from circulation - on the grounds that it makes people feel "physically inferior" - has attracted over 43,000 signatures and counting. Over on Facebook, a brilliant "Taking Back The Beach" protest photoshoot is being organised (by bloggers Fiona Longmuir and Tara Costello), to hit back at the pressure on women to conform to set standards of beauty.
Londoners have taken to sharing photos of themselves giving the middle finger to the posters. Some have even customised the adverts with their own messages reminding women that they are beautiful as they are, or telling the campaign bosses to "f*** off".
Protein World remains defiant in the face of criticism, despite the fact that protests are growing by the hour, with the hashtags #BodyShaming and #EachBodysReady trending, and people sharing photos of defaced adverts at underground stations and on Tubes across London.
We've rounded up some of our favourite, funniest and most defiant responses from the campaign kickback so far, along with the (lamentably poor) reaction from Protein World's CEO:
And the worst response - from Protein World CEO Arjun Seth...
Who has spent his energy defensively re-tweeting 'gems' such as these: