Tesco "Carl's 'All change' casserole" by BBH London

The latest chapter in Tesco's "Food love stories" campaign has caused quite the stir.

The story is a timely and heartwarming slice of modern family life, about a doting dad called Carl whose daughter Chloe declares she doesn’t "want to eat animals anymore." So he makes a twist on their favourite sausage casserole with the help of Tesco’s meat-free Plant Chef range. The ad triggered a backlash from farmers and vegan sceptics, leading to debates on national TV and articles from the likes of Janet Street-Porter, who wrote in MailOnline that it "leaves me feeling nauseous." It was created by Matt Crump and Gavin McReady.