It looks like Protein World didn't get the body positive image memo, because they just came out with an ad that's body shaming people who don't have jaw dropping beach bodies. The response for the ad sparked something remarkable.

Protein World asked, "Are you beach body ready?"

It didn't take off well with people.

They started to vandalize every poster they could find.

Then people started to cover them up with body-positive messages.

This one here writes out an important retort.

The ad has sparked quite a movement:

Body-positive messages are taking over their ads now.

People have been using #EachBodysReady to display their outrage.

Every single ad seems to have been vandalized.

This person put a printed message on top of the ad instead.

So how did Protein World respond to all of this?

They took to social media to say:

Not exactly the way you would have thought they'd handle it.