Pak n' Save has been forced to pull an advertisement promoting "meat week" at its supermarkets after vegetarians complained it was offensive.

The ad first ran on television on Sunday, but it has been pulled from rotation and the company's Facebook page and YouTube while it is reviewed.

Wellington vegetarian Tashee Smith, 24, said she was upset that the sarcastic advertisement made a mockery of her belief system.

It began with a warning to vegetarians to look away while they showed meat on a conveyor belt, which was "okay'', she said.

"Then the punch line of the ad says, 'Alright vegetarians, you can look back now. It's a carrot. Just kidding, it's a sausage'.

"The whole tone of it I felt really was just quite offensive. It was made to offend.''

It was a high profile company that was often trying to promote organic, ethical and responsible trading, but it now came across as unwelcoming to thousands of vegetarians and vegans, she said.

Smith had emailed Foodstuffs to ask for an explanation and apology, but was yet to hear back.

Several people on Facebook also voiced their displeasure about the ad, claiming it was in "bad taste" and vegetarians did not need to be victimised.

The New Zealand Vegetarian Society warned its followers about the advertisement on Facebook, saying it went further than the normal jokes about vegetarians.

"This contributes to the underlying belief some people hold that it is ok to get a laugh on a vegetarian by tricking them in this way.

"This is in fact bullying, and particularly affects children.''

Foodstuffs spokeswoman Antoinette Shallue said as well as the online feedback several customers had phoned the company upset about the ad.

The ad was obviously "having a dig'' at vegetarians but was not meant to offend anyone.

"It was tongue-in-cheek, it was supposed to be a bit of fun.'''

It was currently being reviewed and no decision had been made about whether it would return or not, she said.

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