Sounds like it's being promoted by the plus-sized online retailer, Simply Be. They have annoying TV adverts with a song that goes "Be the beautiful you are, simply be you". (Note, they're not the only retailer using horribly ungrammatical slogans, Olay insists on saying "Your best beautiful". What??) Anyway I always think of them as "Simply Be Fat" and sing along to the song accordingly.