An RSPCA survey shows that 80% of supermarkets (including Asda, Sainsbury's and Tesco), use battery eggs in their own-brand products labeled 'Suitable for Vegetarians'. We thought this would shock the estimated 4 million vegetarians living in the UK – many are against eating foods derived from cruel farming methods. This campaign involved direct consumer action urging retailers to re-think their policies on vegetarian product ingredients. We developed a quirky letter-generating tool, which pre-populates the user’s email client with their “personalized” message. Pre-addressed to the supermarket of their choice, once the user had digitally “signed” his/her letter they could simply press send.