Rugby chiefs kick crisp ad to touch

THE makers of Hunky Dorys crisps may have to kick to touch an advertising campaign which has been labelled sexist and misleading.

Posters for their new ad campaign sees a buxom, skimpily clad female model bending over a rugby ball on a pitch with the caption: “Are you staring at my crisps?”

The advert claims the crisps are “proud sponsors of Irish rugby”. The ads are placed on bus shelters and billboards.

Yet, sports officials are denying any such association with the company and have called in advertising watchdogs to find out if their rights have been breached.

“We have no association with the advertising campaign as the product is not an official partner or sponsor of the IRFU or Irish rugby,” said an IRFU spokesman.

“Any purported links to the IRFU, Irish rugby and the Ireland rugby team are totally incorrect.”

After being quizzed about the new campaign, the chief of Largo Foods, which make the crisps, has admitted that the IRFU had no input into the adverts.

“The IRFU are absolutely right. They have nothing to do with it whatsoever,” said Raymond Coyle.

“But we do sponsor Irish rugby – we sponsor Navan Rugby Club. Our target was to bring humour and fun. These are dark times at the moment.

“The ads are all over Ireland and I’m sorry if some people are offended. We thought it was a good way to put our brand out there. We don’t think the ads are sexist or too provocative. Walter Iooss, the photographer for Sports Illustrated, took the photographs and we think they are very good.”

The Advertising Standards Authority of Ireland has received two complaints about the ad and has launched an investigation into alleged breaches of regulations.

Catholic think-tank the Iona Institute has also described it as “grossly offensive and demeaning to women”.

On Twitter yesterday, RTÉ’s Miriam O’Callaghan reminded her fans that the makers of Hunky Dorys had already been in trouble with sexist ads and advised: “don’t buy them”.

Meath-based Largo Foods landed itself in hot water with advert chiefs in 2005 when 60 complaints were made about a campaign which featured three female models in skimpy lingerie. The slogan: “Which one would you throw out of bed for eating Hunky Dorys?” was criticised for being overtly sexual.