Peak Milk apologizes to Christians over ‘offensive’ Easter advert following CAN threat
The management of FrieslandCampina WAMCO Nigeria Plc, manufacturers of Peak Milk, has apologised to the Christian body in the country over an offensive advert on Good Friday, APRIL 11.
The company had used the crucifixion of Jesus Christ as a metaphor to promote their product on social media.The advert displayed a battered and pierced tin of peak milk with its content spilt on its body and a milk-stained nail placed beside it.
The controversial advert also had the caption: “Bruised and Pierced for us. #GoodFriday”.
A statement issued by the General Secretary of CAN, Joseph Daramola had described the advertisement as “insensitive, offensive, and totally unacceptable”, demanding an immediate apology from the organization.
Reacting, the Executive Director of FrieslandCampina WAMCO Nigeria Plc (Corporate Affairs), Ore Famurewa, in a letter to CAN on Tuesday, tendered an apology to the Christian body, saying the social media advertisement had been withdrawn.
“considering the sobriety of the season,” the organisation noted that it was neither intended to make light of the significance of the season nor to inordinately exploit the unmatched sacrifice of Jesus Christ.”
Recall, the Christian Association of Nigeria (CAN) had demanded an apology from FrieslandCampina WAMCO Nigeria PLC, makers of Peak milk over its Easter advert, which the body described as disrespectful and offensive.
Barrister Joseph Daramola, the General Secretary of CAN, in a statement on Monday, April 10, 2023, said the advert is offensive and unacceptable.
Daramola said the action of FrieslandCampina WAMCO Nigeria PLC was disrespectful to the Christian faith and an affront to millions of Christians in Nigeria.
He asked the diary company to apologise to Christians or face legal action and boycott of their products.
“We find this advert to be insensitive, offensive, and totally unacceptable. Good Friday is a solemn day for Christians all over the world, a day we commemorate the death of our Lord and Saviour Jesus Christ, who was crucified on the cross for our sins. It is not a day to be used for crass commercial purposes,” he said.
“We are deeply disappointed that a company of such repute would stoop so low to exploit the religious sentiments of its customers for profit.
“We call on the company to issue an unreserved apology to the Christian community and withdraw the offensive advert immediately,” he said.
He also recalled that in the past, Sterling Bank used the imagery of the crucifixion to promote its brand.
He, therefore, urged all companies and organizations to be mindful of the religious and cultural sensitivities of their customers when promoting their products, adding that CAN would “not tolerate any attempt to trivialize or disrespect our faith.”
