The premise is that their high fiber foods taste good and will help you lose weight. From the campaign’s perspective, that’s a fact, like gravity and the existence of bears. What’s interesting about the campaign is that they’re subtly attacking people with superstitious beliefs. The kind of beliefs that make the Creation Museum possible.

The opening video on their Web site begins with a fake doctor, named Dr. Taggert Bane. He sets the tone of the campaign by stating:

Irrational Disbelief Syndrome is when people are incapable of believing things that are universally understood to be true. Things like science, eggplants, and…

Believers who disbelieve in the logical, rational world around them, may end up protesting against this new marketing campaign, because it’s directly mimicking and making fun of them. However, I’m betting they don’t get it, in the same way they don’t believe “things that are universally understood to be true.”