A graphic anti-land mine advertisement to be featured on tomato sauce sachets is already proving to be a source of controversy.
Thousands of sachets are being distributed to restaurants and fast food outlets throughout the country as part of an appeal for funds to clear mines.
Most of the casualties of landmines are civilians and the back of the sachet includes a message urging Kiwis to donate $3 to help sweep mines from Lebanon.
But the part of the campaign that some are finding hard to swallow is the act of opening the sachet and consequently ripping off the ankle of an image of a young boy.
"Well it is graphic, it is shocking, but so too is the reality - 15-20,000 having that sort of thing happening to them as a result of landmines," says Minister of Disarmament Phil Goff.
But will the hard hitting campaign open New Zealanders pockets?
Some say it will, some are put off by such a strong message with their food, and others say it is a gimmick.
"It looks pretty stupid. I don't think it'll change many people's opinions," says one critic.
Campaigners hope to raise $50,000 from the sachets.
