There was a small horsemeat craze in the mid-70's...when I was in college.
Anyway...I had a minor class called Speech, where you learned how to speak to audiences, promote an idea or item...sell a concept to the masses, etc.
Well, I had to give a presentation speech where I had to convince my small class to do something they would not normally do. Well, I bought horsemeat, which looked like groundbeef, cooked into small hamburger sized patties, put it on buns...then gave a presentation on different sauces and condiments to serve it with, not telling anyone that the "hamburger" they were using to judge the sauces was really horsemeat. I then presented a poll asking everyone how they would rate the "burgers" and the different types of sauces...having them give a rating to each type of sauce they sampled. At the end, everyone said the meat was tender, juicy, and the sauces were superb...( creamy horseradish, BBQ, honey mustard, etc ).
Then I hit the class with the zinger...asking if they ever had tried horsemeat, or if they would even consider trying it. Some said maybe, while most said NO, never. I then broke it to them that they had just eaten horse meat...and that they even raved about how tender and juicy it was...thus I was able to convince them to try horsemeat without ever telling them that was the purpose of the exercise until the very end. Most said they would probably buy or eat horsemeat again, now that they had tried it and found it tasty and leaner than the more expensive beef. I got an A in the class...