Austrian oat milk ad draws farmers’ ire & More Trending News


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Vienna (AFP) – Austrian farmers had been left fuming after an advert for winter tourism featured oat — as a substitute of cow’s — milk, in what trade representatives sourly slammed as an “affront to Tyrolean farmers”.

The business was to advertise Austria’s western Tyrol area, famend for its rolling pastures and rugged peaks which are a magnet for winter sports activities lovers.

In the ad, a furry, horned legendary determine known as “Percht” — identified for driving out winters in Alpine folklore — is invited right into a Tyrolean mountain hut for a warming drink after returning a younger lady’s glove that he discovered within the snow.

But it’s the subsequent scene that had farmers in a froth — when the “Percht” creature orders a “latte macchiato with oat milk”.

“It can’t be that a promotional video for Tyrol features ‘oat milk’ and not the very own, genuine Tyrolean milk,” Josef Hechenberger, president of the Tyrolean Chamber of Agriculture stated in a press release.

The ad is an “affront to Tyrolean farmers”, he added.

Another regional Chamber of Agriculture and the Tyrolean Farmers’ Union had additionally voiced complaints, arguing that dairy-related names comparable to “oat milk” had been banned by the European Union in adverts as a result of they don’t include dairy merchandise.

The uproar led to the advert which runs simply over one minute lengthy being pulled.

Tourism advertising and marketing organisation Tirol Werbung that commissioned the promotional video stated the intention was to painting native hospitality and open-mindedness.

But it acknowledged that the underlying message that each desire and way of life is welcome in Tyrol had been misplaced on some viewers.

The ad known as “Come as you are — in Tyrol everybody is welcome” was initially designed to cater to “modern, urban” clientele, for whom “climate protection is important” and who could be lactose-intolerant, Tirol Werbung’s communications chief Patricio Hetfleisch instructed AFP Thursday.

The punchline was that “every lifestyle and each preference, ranging from gender to food” can be welcomed with hospitality in Tyrol, Hetfleisch stated.

“Obviously the punchline could not be decoded by some,” he added.

The business solely aired for round 10 days earlier than being suspended earlier this week resulting from criticism, Hetfleisch stated.

Hashtags and memes surrounding the row are nonetheless trending in Austria.

It was initially shot in 2019 and produced by a Berlin-based inventive movie manufacturing company.

Austrian oat milk ad draws farmers’ ire

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Austrian oat milk ad draws farmers’ ire

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Austrian oat milk ad draws farmers’ ire

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