A shockingly aggressive ad campaign against the fast-casual food chain Chipotle has stunned consumers across the board and ignited a social frenzy.

The Center for Consumer Freedom (CCF), a consumer rights advocate, published a full-page ad in the New York Post showing a shirtless obese man smiling and flexing his flaccid arm while his free hand rests on his stomach.

The visual component of the attack was supplemented by statements saying that eating two supposedly ‘all-natural’ Chipotle burritos a week could cause weight gain of up to 40 pounds a year.

The paragraph beneath the picture stresses how Chipotle spends millions marketing its food as sustainable and anti-biotic free. However, neither of these claims make the food healthy to eat.

The CCF describes itself as “dedicated to protecting consumer choices and promoting common sense”. Their ad encourages Chipotle fans to visit its website ChubbyChipotle.com.

The CCF has declared that its mission is to face head-on the misconceptions perpetrated by companies like Chipotle.

“They’ve built up this idea that somehow their food is better for you, that it’s healthier for you,” Will Coggin, director of research at CCF, said. “We’re not going to take it.”

Chipotle considers the ad a deliberate smear on their reputation. They are promoting the theory that the CCF’s actions are financed by a rival corporation.

The CCF denies these allegations.