This isn't all, there is a whole heap of bullshit advertising going on. Such as; the mc Donald's brown paper bags say 'it tastes so good because it is' and those red meat adds saying its Aussie to eat it.
Maybe the animal abusing industries are looking over their shoulders and fighting against the very very slow shift in public consciousness about the use of animal products.
They came up with the "happy" "free range" "organic" "barn laid" meat, milk and eggs bullshit as a way to combat negative press about factory farming practices. Now they are trying to infiltrate people's thinking again by attempting to alienate one section of the public (animal rights activists) and paint them as "un-Australian, weirdo, lefty, liberal, communist, greenies that haven't had a shower in years and probably don't work".
It is just a defensive and nervous reaction from an industry that knows that what it is doing is unsustainable and morally reprehensible.