Rannarootsi's Controversial Ad Has Not Yet Affected Sales
A controversial Estonian meat company ad referencing the war in Ukraine and a slur for Russian speakers has not led to any notable changes in sales, despite drawing significant attention and debate.
An online advertisement for grilled meat with caramelized onions by one of Estonia's largest meat producers, Rannarootsi, continues to stir debate, but so far it has not changed the company's sales, according to a Postimees report.
Last week, the ad gained widespread attention because it appeared to evoke both the Russia-Ukraine war and a derogatory term for Russian speakers in Estonia. The clip shows two men wearing T-shirts with Ukrainian flag shoulder patches, grilling meat on a beach, with plumes of smoke visible in the background. The tagline reads: 'The right grill will turn a bitter onion sweet.' The Estonian word for onion, 'sibul,' is sometimes used as an insult toward Russian speakers, and the smoke resembled clouds from a spring Ukrainian strike on Russia's Ust-Luga port, which was visible from northeastern Estonia.
Critics have argued the campaign could deepen social divisions and create security concerns, all in the name of selling a product. Rannarootsi CEO Karmo Aksel dismissed any political, warmongering or offensive intent, saying he was unaware 'sibul' could be used as a slur. The company has no plans to take down the ad, which has gone viral on Facebook.
Advertising theory lecturer Tiina Hiob from Tallinn University says it is too early to say whether the campaign has helped or harmed the company. 'They have undoubtedly gained attention, and brand awareness has probably increased,' she said, pointing to a growing trend where brands try to build product awareness and sales by appearing to comment on socially significant and value-based issues. As an example, Hiob cited a 2001 Children's Foundation campaign for medical equipment donations that showed a newborn with the text 'Born 03.33. Died 03.49.' The ad drew negative attention but also led to a surge in donations before being removed.
Retailers have reported no major change yet. Maxima said Rannarootsi sales are growing at a rate similar to last year, though factors such as weather, other campaigns and the payday cycle could play a role. Selver, Prisma and Rimi have also said they see no change so far — neither a decline nor an increase. Rannarootsi's marketing and product manager Madis Sein told ERR News it is too early to assess the campaign's impact because sales figures have not yet been compiled.
