A pint of Sainsbury's own-brand milk with a label that reads: 'Something Scary in the Dairy - I Say No to GM Milk' held by an activist, in the background a Greenpeace 'food inspector and a big inflatable milk bottle that reads: 'GM Milk sold here', London, UK. Greenpeace pantomime cows invaded the building while the Jamie look-alike ("Jamie Oliver" has been Sainsbury's most successful advertiser for the last years) dumped a thousand pints of Sainsbury's own-brand milk onto the pavement outside the HQ. The supermarket chain produces milk from cows fed on genetically modified pasture. The policy results in thousands of tonnes of GM feed being imported into Britain each year.