Scandal erupts in Estonia over grilled meat advertisement. It was seen as hostile to Russian speakers
Estonian meat producer Rannarootsi Lihatööstus found itself in the center of a public scandal after publishing an advertising post on Facebook. The image shows two men with Ukrainian flags on their sleeves grilling meat amidst thick plumes of smoke. The advertisement was accompanied by the slogan: "The right grill makes bitter onions sweet," writes err.ee.
Some social media users perceived this advertisement as a reference to the war in Ukraine and a manifestation of hate speech.
Particular criticism was sparked by the word sibul ("onion"), as in colloquial Estonian, it is sometimes used as a derogatory nickname for Russian-speaking residents of the country.
Karma Aksel, CEO and board member of the company, stated that the authors of the advertisement did not intend any political or hostile meaning. According to him, the slogan was related exclusively to the company's products, which include caramelized onions.
The head admitted that he only learned about the negative meaning of the word sibul after the scandal erupted around the advertisement. He emphasized that the company did not aim to provoke conflict.
Explaining the choice of visual design, Aksel noted that the thick plumes of smoke in the background were inspired by the modern news feed, which daily shows footage of wars and conflicts. According to him, this was meant to reflect today's reality, and not be a message against any country or people.
The company also emphasized that the publication was not directed against any national group living in Estonia. According to the management, the text referred to the product, and the image reflected the current informational background.
At the same time, Karma Aksel admitted that the advertisement did not convey the meaning intended by its authors. He noted that, apparently, successful advertising should have been done differently, as many people understood it not as it was conceived.
Despite online criticism and calls to boycott its products, the company does not yet plan to remove the controversial post. According to the head, the publication "lives its own life" now, and its removal makes little sense.
Rannarootsi reported that the advertising campaign was developed by the marketing department, but a comment from its head could not be obtained as he is on vacation.
Rannarootsi Lihatööstus is one of the largest meat producers in Estonia. The company produces sausages, ham, bacon, grilling meat, and other products. Production is located in Lääne County, and its products are sold in retail chains throughout the country.
Comments
А хто ліча, што ніякай "варожасці" не было і гэта супадзенне?)