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Mini jumps on horse meat scandal to promote Roadster

Mini has created a new print advert for its Mini John Cooper Works Roadster which plays off the horse meat scandal to catch readers’ eyes.

The advert shows the headline “Beef. With a lot of horses hidden in it.” It promotes the Roadsters sporty exterior and power output of 211bhp.

This is the second piece of marketing from Mini’s JCW brand this week which sits outside the normal approach to promoting new models.

The brand launched a viral video showing its Mini JCW Countryman doing a backflip over a ski jump which can be viewed below.

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