“Every body is beach body ready”: the new Simply Be campaign

The plus size women label Simply Be launched the new summer campaign “Every body is beach body ready”.

The slogan is a clear answer to a recent advert of Protein World that represents a slim and toned model asking to the audience:” Are you Beach Body ready?”. The campaign from Protein World caused many critics : it seemed it implied only certain body types can dare to show themselves on the beach.

“You don’t need a certain type of figure to be acceptable on the beach (or anywhere else). You’ve got a body? Take it to the beach and you’ve got a beach body!” argues Simply Be on its website. The campaign was launched this weekend with a group of protesters meeting in Hyde Park, (London) against the ‘fat-shaming’ context implied by the advert.

The plus-size label has also kicked off a viral campaign, #SimplyBekini, inviting its customers to take a photograph in their favourite bikini and share it on Instagram for the chance to win 100 pounds voucher for Simply Be. “The Protein World campaign appeared just after our own ‘beach-body’ messaging launched – but with a very different philosophy!” commented Ed Watson, Creative Director at Simply Be. “While the #SimplyBekini campaign advocates merely putting your bikini on to get beach ready, the Protein World message challenged women to shed the pounds. 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.”