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| Europe |
| Critics claim anti-Russian messaging in Estonian meat advertisement |
| 2026-07-23 |
| [ERR] Estonian meat producer Rannarootsi is facing backlash as some say a new advertisement's imagery evokes the Russia-Ukraine war and uses derogatory slang for Russian-speakers. The advertisement, posted on social media by Rannarootsi on Tuesday, shows two men in black shirts with Ukrainian flags on them, grilling meat on a beach as plumes of smoke rise into the sky in the distance behind them. The slogan, promoting the brand's new barbecue pork with caramelized onions, reads: "The right grill will turn a bitter onion sweet." ("Õige grill muudab kibeda sibula magusaks.") Critics said the combination of imagery is an inflammatory reference to the Russia-Ukraine war. The word sibul, or onion, meanwhile, is also used in Estonian as a derogatory slang term for Russians, including local Russian-speakers. In recent months, Ukraine has made global headlines with its strikes on Russian targets, including in Leningrad and Pskov oblasts, both of which border Estonia to the east. In late March, smoke plumes from a fire at Russia's Ust-Luga port following a Ukrainian strike were clearly visible from parts of Northeastern Estonia, a region with a predominantly Russian-speaking population. The smoke was visible from as far away as Sillamäe, about 50 kilometers southwest of Ust-Luga, along a stretch of coastline resembling the backdrop in the Rannarootsi advertisement. Kõlvart: 'Who benefits from this?' Center Party leader Mihhail Kõlvart was among those who criticized the campaign. He said businesses have the right to choose their marketing strategies, but should avoid imagery that many people may view as degrading or dehumanizing. "Amid the current difficult geopolitical situation, with security risks higher than ever, this inevitably begs the question: who benefits from such provocations?" Kõlvart wrote, noting that an advertisement like this certainly won't help Ukraine. "Who gains from adding fuel to the fire when our society is already facing too much distrust, division, pain and anger?" he added. |
| Posted by:DooDahMan |