The bakers' lobby has launched a billboard campaign in 130 cities.

A nation-wide billboard campaign, which will be seen by thousands of people every day, seemed like a potent response to years of marginalization.

Commentators speculated that a prominent billboard campaign may have contributed to this.

As recently as early 2010, a billboard campaign was turned down by the managing authorities of a local outdoor advertising company.

Hard-hitting billboard campaigns warning against consuming milk, eggs and meat have become a common sight on high streets.