Californians can simply skip showers, beef industry says!

GOAL: Publicize the little-known fact that beef uses half the water in drought-ravaged California. (What's that almonds thing about?)
SUCCESS: 8/10. The joke was so preposterous it got considerable coverage, both by those who took it seriously and those who instantly saw right through it.

Unusually for a Yes Men project, a number of outlets (besides the Guardian) were not only fooled by this campaign, but some have never taken down their mistakes. (Normally we try to reveal as soon as possible.)