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Derogatory Easter Advert: Peak Milk Apologises To Christians

An apology message from the management of FrieslandCampina WAMCO Nigeria Plc, manufacturers of Peak Milk, has been sent to the Christian Association of Nigeria for using the crucifixion of Jesus Christ as a metaphor to promote their product on Good Friday.

The message which was intended for the season has triggered a lot of reactions  as the company has acknowledged the sensitivity of the social media post, “considering the sobriety of the season,” the organisation said it was neither intended to make light of the significance of the season nor to inordinately exploit the unmatched sacrifice of Jesus Christ.”

According to The PUNCH on Tuesday morning about (4:24 am), the Executive Director of  FrieslandCampina WAMCO Nigeria Plc (Corporate Affairs), Ore Famurewa, expressed remorse in a letter to the President of CAN, Archbishop Daniel Okoh dated April 10 2023, titled, “Apology for the Good Friday social media post by the Peak Brand.”

Famurewa said, “We hereby restate our commitment to our unwavering mission of nurturing Nigeria while maintaining the respect of all religious laws, tenets and guidelines.

“Once again, please accept our deepest apology and pledge to prevent a reoccurrence of such in the future. Do accept the assurances of my esteemed regards.”

In a statement made available to The PUNCH by its General Secretary, Joseph Daramola, WAMCO described the advertisement as “insensitive, offensive, and totally unacceptable.”

CAN also gave a warning notice to all companies and organisations to be mindful of the religious and cultural sensitivities of their customers when promoting their products. The religious organisation said it was considering serious sanctions on the firm, including a boycott of their products by Christians.

The organisation further disclosed that it would not tolerate any attempt to trivialize or disrespect our faith. 

While reacting to 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 stated further that, “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.

“We are considering sanctions against FrieslandCampina WAMCO Nigeria PLC, including a boycott of their products by our members and all well-meaning Nigerians who share our concerns. We call on the company to issue an unreserved apology to the Christian community and withdraw the offensive advert immediately.

“We recall a similar incident in the past when Sterling Bank Plc used crucifixion imagery to promote their product. We condemned it then, and we condemn it now.

“We, therefore, urge all companies and organisations to be mindful of the religious and cultural sensitivities of their customers when promoting their products. We will not tolerate any attempt to trivialise or disrespect our faith. Be warned!”

 

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