With Schubert’s Ave Maria playing in the background, the 30-second spot by Amica Chips is set in a convent with a group of nuns walking to Mass to receive holy communion. Transitioning to the mother superior, who finds an empty tabernacle, the vessel in which the Eucharist is stored, and in a quick-thinking move, fills it with some of the potato chips at hand. The pray of young nuns delight in the noisy substitution, as does the abbess in finishing off the pack from the confessional. The spot, which aired on Mediaset, Italy’s largest commercial broadcaster, along with other private networks, concludes with the tagline, ‘Il divino quotidiano’ (The divine everyday).
Creative agency Lorenzo Marini Group explained to the Guardian that the ad was intended to convey a ‘strong British irony.’ Targeting the younger market, it deliberately exaggerates ‘the irresistible crunchiness of Amica Chips.’ While meant to be a light-hearted take on snacking, the ad has sparked anger in Italy.
Giovanni Baggio, president of AIART (the Italian Association of Radio and Television Listeners), called for the immediate suspension of the ad, branding it sacrilegious. He noted that it “offends the sensitivity of millions of practicing Catholics by trivializing the comparison between the potato chip and the consecrated object.”
Catholics believe the communion wafer represents the body and blood of Christ. Catholic newspaper Avvenire also criticized the ad, stating, “Christ has been reduced to a potato chip. Debased and vilified like 2,000 years ago.” Likewise, the horror and resentment spilled onto social media, with numerous users suggesting a boycott of Amica.
The concept of the ad sparked controversy, blurring the line between what’s considered appropriate and what’s deemed offensive, especially regarding religious practices. The lesson here for the marketing community is the importance of cultural awareness in campaigns, particularly in diverse societies like Italy.
Braggio criticized the ad for its lack of creativity, calling it “a sign of an inability to do marketing without resorting to symbols that have nothing to do with consumption and crunchy food.” He urged marketing creatives to be more respectful of cultural and religious identities and create commercials that are inclusive and do not create discomfort or disapproval.
AIART reported that IAP, Italy’s advertising standards authority, upheld their appeal for the immediate suspension of the commercial. They expressed satisfaction and vowed to continue monitoring the protection of media citizens. Amica Chips has not responded to requests for comment.
Amica Chips SpA, founded in 1990, has become a leader in Italy’s potato chips market, generating an annual turnover exceeding €89m from sales in over 20 countries worldwide.
Regarding marketing controversies in the food and beverage industry, it’s essential to be mindful of cultural sensitivities and ethical considerations. Campaigns that cross boundaries can lead to backlash and damage brand reputation. It is crucial for businesses to conduct thorough research and engage with diverse perspectives to prevent such incidents.
