This Veganuary campaign contains hidden anti-Trump messages

A U.K. outdoor campaign for dairy alternative brand Rebel Kitchen seems on the surface to be promoting its plant-based products for Veganuary—but the innocent-seeming signs actually contain "hidden" messages insulting President Trump. 

For example, one billboard carries the message "For cofffee, Rebel Mylk trumps diary." But the version being revealed on social media removes some of the letters so that it simply reads "F off Trump." 

Another billboard carries the message "Nothing trumps a nice glass of Mylk"—but then gets reduced to "Trump's an ass."

The billboards with the straightforward messages are running in 11 locations around the U.K. including  London, Glasgow, Birmingham and Brighton. Consumers will be driven to see the "hidden messages" via a social and PR campaign, on platforms including Instagram. The campaign was created in-house, with media in collaboration with Clear Channel.

According to the brand, it has run "hidden message" ads before, but they are usually reserved for tongue-in-cheek jibes directed at dairy, supporting the claim that their "Mylk," a blend of sustainable, organic, plant based ingredients, is the only alternative that tastes like milk. But in light of recent news, Rebel Kitchen felt taking a stand against President Trump’s actions was of greater importance. "We are rebels with a cause, so we take risks and never shy away from telling it like it is,”  said co-founder and owner Ben Arbib in a statement.