This should be invisible

jack astors

Vegans not happy with latest Jack Astor's ad campaign

Jack Astor’s has never exactly been known for its sensitivity, but their latest flub is being called a new low by vegans.

A current billboard advertising menu item “The Boss Hogg Burger” jokingly calls the sandwich with cheese, jalapeno cheddar sausage and bacon “vegan rehabilitation.”

As vegans are a particularly vocal activist group, the campaign is likely looking to get a taste of a little free advertising. Boss Hogg is the fictional greedy commissioner of Hazzard County from Dukes of Hazzard, falling in line with typical in-your-face Jack Astor’s branding.

Even if the campaign is meant to stir up viral free advertising, it’s actually winding up alienating any vegan customers Jack Astor’s might have. It also seems particularly tone deaf of the boozy venue to put the word “rehabilitation” next to a burger topped with beer-marinated onions, pictured with a huge glass of beer.

It’s also probably not smart to mention the v-word just a few years after Jack Astor’s employees at a London location dumped cold water, hot water and vinegar on vegan protestors from a rooftop patio Medieval-style. 

This is another recent stumbling block in relations between vegans and Toronto restaurants.

Just recently a woman was hospitalized after ingesting dairy at one of Toronto’s most visible and controversial vegan restaurants, and local A&W locations were unexpectedly unable to provide their popular new Beyond Meat burger for a period.

Lead photo by

Jask Astor's


Join the conversation Load comments

Latest in Eat & Drink

Toronto is getting an indoor Asian street food competition

Turkish restaurant flagged for 8 infractions by Toronto health inspectors

Toronto cookware store that's been in business since 1981 permanently closing

TikTok of Ontario dairy farmers dumping milk shows what's being done to keep prices up

Toronto restaurant ranked the most beautiful views in Canada

Lockdown project founded by high school friends becomes successful Toronto shop

50 essential Mexican restaurants in Toronto you need to try at least once

Thai restaurant gets 9 infractions from Toronto health inspectors