A British guacamole company has been blasted as ‘offensive’ because of an advert that apparently portrays Colombians as ‘drug dealers.’
Holy Guacamole, which sells its product in the likes of Tesco, Waitrose and Sainsbury’s, sources its smashed avocado in South America.
The plant-based company recently released an ad campaign featuring the strapline: ‘Guac so good, it should be illegal.’
The slogan is featured on a series of posters as well as the video.
In the clip, the guacamole dip, which is referred to as ‘Colombia’s purest export’, is handed out across London green spaces, Clapham Common and London fields.
In the advet, police officers swoop in to arrest someone. Critics claim it portrays Colombians as drug dealers
Holy Guacamole is a British company that sells its product in the likes of Tesco, Waitrose and Sainsbury’s
Before the clip was posted, posters including a QR code were handed out, allowing people to scan and order a guacamole delivery.
In another video, posted on the brand’s TikTok account, actors dressed up as armed police pretend to force their way into a home.
Text across the footage reads: ‘A wave of Colombian export has hit the UK.’
The actors challenge a ‘suspected drug dealer’ about items in his bag.
Inside the bag, there is a collection of Holy Moly dips.
Furious customers responded to the market campaign, with some deeming it ‘offensive and upsetting.’
People have since said they will boycott the company because of the allegedly offensive campaign
Some have even threatened to boycott the company and insist on never buying their products again.
Juan Carlos Posada Jiménez said: ‘Today I found out another advertising video showing two guys hiding behind vans with masks and duffel bags making an illicit transaction of what?
‘Please stop – that is not funny, it’s completely unacceptable, inappropriate and stereotypic that doesn’t reflect my beautiful country and the people living there and working for you.
‘Please show some respect and conduct a serious and ethical market research before launching awful advertising campaigns.’
Another, called Sophie said: ‘This is so disingenuous, you’re playing off the stereotype rather than challenging it in any way.’
She added: ‘Capitalising on Colombia’s produce while caricaturing it is gross and I only hope you treat the actual Colombians you work with with more respect.’
Hannah Broadbent fumed: ‘This is perpetuating offensive stereotypes about Colombia and revictimising the countless people who lost their lives.
The plant-based company recently released an ad campaign featuring the strapline: ‘Guac so good, it should be illegal’
‘Disgusted, never buying this product.’
‘Reinforcing stereotypes,’ said customer, Alejandra.
The company’s managing director, Peter Oden, said: ‘To tackle a stereotype you need to change the narrative around it.
‘We’ve highlighted that Colombia’s Purest Export is Holy Moly’s guacamole.
‘At Holy Moly we work with over 1,200 farmers in Colombia using their ‘wonky’ avocados – that would have otherwise gone to waste – to produce our creamy, delicious guacamole.
‘We make, pack and ship from source to make the best guacamole product we possibly can – and through this campaign we wanted to highlight our product’s origin and purity.
‘Our recent sampling activity brought joy to thousands of Londoners a few weekends ago handing out tubs of guacamole and they’ll be popping up at festivals across the summer too.’
