Retract advert, Apologise to Christians or face legal action and product boycott – CAN tells FrieslandCampina WAMCO Nigeria PLC
. Accept our apologies and pledge to avoid a recurrence in the future – FrieslandCampina WAMCO Nigeria PLC
Peak Milk manufacturer, FrieslandCampina WAMCO Nigeria Plc, has apologised to the Christian Association of Nigeria (CAN) for using the crucifixion of Jesus Christ as a metaphor to promote their product on Good Friday, stating that the social media advertisement has been removed.
The CAN has condemned FrieslandCampina WAMCO Nigeria PLC, makers of Peak Milk, over what it called an offensive Easter advert.
In a statement on Monday, General Secretary of CAN, Barrister Joseph Daramola, asked the company to retract the advert, tender an apology to Christians or face legal action and boycott of their products.
The Advert
In the controversial advert, the company used the crucifixion of Jesus Christ as a metaphor to promote their product.
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CAN Kicks
“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,” Daramola said.
He added that FrieslandCampina WAMCO Nigeria PLC’s action was disrespectful to the Christian faith and an affront to millions of Christians in Nigeria and beyond.
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The Peak Milk Easter advert
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 recalled a similar incident in the past when Sterling Bank Plc used crucifixion imagery to promote its product, stating that it condemned it then and now.
“We, therefore, urge all companies and organizations to be mindful of the religious and cultural sensitivities of their customers when promoting their products. We will not tolerate any attempt to trivialize or disrespect our faith. Be warned,” Daramola said.
Peak Milk Apologises
However, Peak Milk manufacturer, FrieslandCampina WAMCO Nigeria Plc, has apologised to the Christian Association of Nigeria for using the crucifixion of Jesus Christ as a metaphor to promote their product on Good Friday, stating that the social media advertisement has been removed.
While acknowledging the sensitivity of the social media post “considering the sobriety of the season,” the organisation stated that it was not intended to minimise the significance of the season or to overly exploit Jesus Christ’s unrivalled sacrifice.
Ore Famurewa, Executive Director of FrieslandCampina WAMCO Nigeria Plc (Corporate Affairs), expressed regret in a letter to CAN President Archbishop Daniel Okoh dated April 10, 2023, titled “Apology for the Good Friday social media post by the Peak Brand.”
“We hereby reaffirm our unwavering commitment to nurturing Nigeria while upholding all religious laws, tenets, and guidelines.
“Once again, please accept our heartfelt apologies and pledge to avoid a recurrence in the future. Please accept my sincere greetings,” Famurewa said.
CAN had described the Peak Milk advertisement as “insensitive, offensive, and totally unacceptable” in a statement by its General Secretary, Joseph Daramola.
While warning all companies and organisations to be mindful of their customers’ religious and cultural sensitivities when promoting their products, CAN had said it was considering serious sanctions against the firm, including a Christian boycott of their products.
The Christian organisation had stated that any attempt to trivialise or disrespect the Gospel faith would be met with a resounding rebuke.
Since the advertisement, there had been a public outcry among Christendom which described it as “blasphemous.”
Daramola said the advertisement was not only disrespectful to the Christian faith but also an affront to the millions of Christians in Nigeria and beyond.
He had said, “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.
“FrieslandCampina WAMCO Nigeria PLC’s action is not only disrespectful to the Christian faith but also an affront to the millions of Christians in Nigeria and beyond. We are deeply disappointed that a company of such repute would stoop so low to exploit the religious sentiments of its customers for profit.”
