IRFU criticises 'bad taste' crisp campaign

The IRFU has demanded that crisp manufacturer Hunky Dorys withdraw its current controversial advertising campaign which includes the line "Proud Sponsors of Irish Rugby".

Irish rugby's governing body has moved to disassociate itself from the ads, featuring models in skimpy rugby attire and the slogan "Join In. Get Dirty".

"This advertising campaign is in very bad taste and one which the IRFU would not want to be associated with in any way," said spokesman Padraig Power.

"Firstly, its blatant exploitation of women is tasteless and base, and quite simply unacceptable. Irish rugby has a strong family focus and would not tolerate any connection with such an approach".

"Secondly, the claim that the product is a 'Proud Sponsor of Irish Rugby' implies that the company is a significant sponsor of the game in this country, though the IRFU.

"This is absolutely untrue and a cynical ploy in an attempt to capitalise on the game's popularity.

The IRFU said its solicitors had made contact with Largo Foods, the distributors of Hunky Dorys, and requested that they immediately withdraw the current advertising campaign.

Raymond Coyle, the chief executive of Largo Foods, confirmed in an interview with the Evening Herald that the IRFU had no input into the advertisement.

“The IRFU are absolutely right. They have nothing to do with it whatsoever. But we do sponsor Irish Rugby – we sponsor Navan Rugby Club,” he said.

“Our target was to bring humour and fun. These are dark times at the moment.”