About a decade ago, plenty of hot fuss was kicked up in the wake of a rather entertaining campaign for dairy products. This campaign, born in sunny California in the United States of America, promoted the concept of happy cows, which in turn gave rise to great dairy produce. Last year, the People for the Ethical Treatment of Animals (PETA) filed their final appeal in a decade-long lawsuit against the California Milk Advisory Board in the Californian Supreme Court. PETA’s beef (no pun intended) with the ads? That Californian cows were, in fact, terribly unhappy as opposed to the widely advertised claim. PETA lost the suit.