At first glance, this appears to be animal cruelty at its worst. These ads, with their deceptively bright and cheerful colours feature snuggly bunnies and teddy bears ready to be eaten.
The "A friend you can eat," campaign for Swedish Fish was created by ad agency, JWT, New York.
There's a Kitty Sandwich, a Grilled Teddy bear in a panini maker, a Bunny Waffle, a Chick in a Cone with sprinkles on top and a Doll Burger topped with lettuce and tomato.
But on the other side of these images, all of which say, "Nej" underneath, is a picture of a Swedish Fish, the "Friend you can eat!" with the word, "Ja" beneath it.