London: A leading burger chain in the UK has launched a new campaign to tempt vegetarians to eat meat, outraging vegans, forcing the company to apologise and take down some of the offensive billboards. Gourmet Burger Kitchen (GBK) has come under fire for a series of advertisements which vegans and vegetarians have branded 'disgraceful'.

The adverts, seen mostly at London Underground stations and trains, include taglines such as "Vegetarians, resistance is futile", and "You'll always remember when you gave up being a vegetarian", The Independent reported.