The A4 posters - described by marketing guru Kelvin Stacey from the Spaatchcock and Spaatchcock agency as "deliberately provocative yet understated" - are scheduled to appear at bus stops, take away shops and selected motorway service station toilets over the next four days in what Mr Stacey described as a "promotional hyper-blitz" designed to put tripe at the forefront of younger people's minds.
TMB chairman Sir Norman Wrassle said the board had consulted widely on the campaign, using social media to gauge responses to the posters before they were launched.
Speaking ahead of today's launch, Sir Norman said "I'm told that we can't call these 'post-ironic' as hardly anyone uses the postal service these days, but we're genuinely excited to be bringing tripe to a new audience."
"With World Tripe Day just days away, we hope to enthuse a new generation of people who may never have previously thought about tripe to make it part of their lifestyle choices," he added.
Sir Norman said that the campaign could also play a pivotal role in boosting the TMB's social media presence. "I'm told we're just 100 'followers' away from reaching 15,000 on Twitter. This was something I never thought I'd see in my lifetime, and if we can reach that milestone by next Wednesday, it will be another reason for me to celebrate on World Tripe Day," he said.