Are you beach body ready? Are you sick of this phrase? These folk are…

Beach-ready is my constant state. I love the beach. Beach body ready is a state I know nothing about. Protein World posed the irritating question "Are you beach body ready?" in a recent campaign and it has sparked some brilliant responses.

This advert pretty much sums up everything that I despise about how we treat and value women's bodies. pic.twitter.com/PBZNyn8qop — Hannah Atkinson (@hatkinson_) April 12, 2015

Less than impressed responders began vandalising the poster with gusto: "None of your f*cking business."  "Yes – Everybody is. Love your body the way it is." "Everyone is beach body ready!" Another enterprising member of the public doctored the poster to promote the #EachBodysReady, which is now trending on Twitter. This person went so far as to type and print this polite note: The Protein World response was pretty cavalier and unapologetic: In response to one complaint they said: "Why make your insecurities our problem?" And dubbed Britain a nation of "fattie sympathisers". Live by the sword die by the sword seems to be their public relations team motto.   Protein World  and their supporters were definitely up for a fight as they retweeted messages of support that lambasted SJWs (social justice warriors):

@ProteinWorld Huge respect for showing that you are not spineless cowards in the face of the feelings brigade <3! pic.twitter.com/kRr5fWTfAl — Tyron John (@cuckooduuude) April 25, 2015

I like Protein World. Their adverts work for the market that they cater for. They are essentially a fitness brand after all. @ProteinWorld — Erin Louise Hunt (@erinlouisehunt) April 24, 2015